Telco firm Vodafone has revamped its strapline, logo and positioning in a global refit.
Rolling out progressively in Australia later this month, the changes include an update to Vodafone’s iconic ‘speech mark’ logo and new brand positioning.
The brand evolution is the first significant change to one of the world’s best-known brands since the introduction of the ‘Power to you’ brand positioning in 2009.
Vodafone Australia’s Consumer Business Director, Ben McIntosh, said the refresh of the Vodafone speech mark and new positioning, The Future is Exciting. Ready? represent how Vodafone continues to innovate for the future while delivering choice and freedom for customers.
“The wants and needs of our customers have changed, and with that we’ve changed too,” Mr McIntosh said. “We’ve evolved our products and services to give customers more choice and more freedom. From no lock-in contracts to personalised service, $5 roaming (where you can use your plan for $5 extra per day in selected countries) and the fresh approach we’ll bring to broadband – we’re making sure customers are at the centre of an exciting future.
“We challenge the status quo and push the boundaries to give people something that they won’t find anywhere else. This is a natural evolution for Vodafone that reflects our desire to disrupt traditional conventions and provide real change for the future.”
Vodafone will start rolling out the brand changes in Australia from 20 October at the iconic Vodafone Gold Coast 600 Supercars event. A progressive rollout will follow in-store and online in the coming months. This fresh take on the Vodafone brand will also make itself at home at Vodafone’s new flagship store on Sydney’s George Street, which is due to open its doors in coming weeks.
“As the ongoing increase in data use across the country shows, Australians have a strong appetite for technology and all of the positive changes it brings. With our global roots in innovation and the recent launch of industry-first products and offers locally, we’re excited about the future and how we can deliver value, choice and freedom for our customers,” Mr McIntosh said.