Onet Design & Branding ONET by Dragon Rouge

ONET

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Industry Website, Portals
Media Design & Branding
Market Poland
Agency Dragon Rouge
Art Director Paweł Gorka
Designer Helena Prylowska
Released September 2011

Credits & Description

Category: Logo Design
Advertiser: ONET
Product/Service: ONET
Agency: DRAGON ROUGE
Corporate Director: Arkadiusz Łoś (Dragon Rouge)
Art Director: Paweł Gorka (Dragon Rouge)
Designer: Helena Prylowska (Dragon Rouge)
Project Manager: Anna Suchodolska (Dragon Rouge)
Marketing Director: Marcin Skowronski (Onet)
Communication Director: Agata Kosmal (Onet)
Design: Team (Onet Design Studio)
Media placement: 1st Implementation - Internet - 12 September 2011

Describe the brief from the client
Onet is the biggest Polish Internet portal with average number of users reaching 14m a month. This is a classic horizontal portal which provides over 200 thematic services, spreading from news to entertainment and social activities. The audience are all Polish internet users between 15 and 64.

Describe the challenges and key objectives
After 15 years of step-by-step changes to its image, Onet came to the position of leading, with little potential to spark the emotions of its target group. The changes in the media landscape and growing popularity of mobile devices created a natural opportunity for Onet to re-create itself as a modern and progressive lifestyle brand, with a literally colourful personality. The task was to re-position a brand, re-style the logotype, and create a new visual look of the portal, followed by engaging collateral materials.

Describe how you arrived at the final design
In opposition to linear way of traditional media consumption, the new Onet promised "The world at your command – whenever and wherever you want”. Before, the only visual elements of the brand were its logo, and a yellow dot. This led us to create the identity based on multiplication of colourful dots. We wanted this colourful world to represent richness, and the attractiveness of the services available at the portal. At the same time, we consciously rejected 'glow' stylistics typical on the Internet. This idea of dots was also re-created in the icons used on the refreshed website, and subsequent services and materials.

Give some indication of how successful the outcome was in the market
The makeover of the brand enjoying such popularity carried a huge risk. The day the new brand identification was launched - September 2011 - we expected voices of dissatisfaction from users who can't accept the new image. Industry experts were the first to say that it was the best re-branding they’d seen on the Polish Internet. Quantitative research performed by Onet among its users proved that the new image was positively received, with women being most enthusiastic about changes (detailed research data aren't public). The end of year sees the crop of campaigns promoting rival portals.