B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials.

The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year.

As a result of the business changes, Big Mobile wanted to freshen up our logo to reflect them.

The new logo (pictured above) was designed by Big Mobile’s creative director, Chris Martin, who took his inspiration with the red in the new logo to reflect the original Big Mobile red logo, which celebrates 10 years heritage of innovation in mobile advertising.

The blue in the new logo reflects the current logo colour from Widespace and the future strategic direction of Big Mobile. The two colours combined together reflect the JV and a fresh approach to branding on mobile in the Asia-Pacific (APAC) region.

Big Mobile CEO David Green said: “When you’ve been in business for 10 years, you can be pigeon-holed or labelled by the market.

“We wanted to make a real statement that Big Mobile has made a successful business pivot in 2017, and we wanted the market to understand what we stand for and how we are different to other mobile specialist.”

Green said the APAC market is ripe for disruption in proving that branding on mobile works.

“That’s why we have brought the Widespace mobile ad tech to the APAC region,” he said.

“The current DSPs on the market are focused on desktop metrics (clicks), they run intrusive formats (interstitial or OTP formats), [and] brand safety and viewability are tough to control as well. This can lead to a brand destruction campaigns, not brand awareness campaigns.”