MASORANGE | Merger of Corporate Identities
The New Corporate Identity
The new identity proposes a combination of personalities from the previous brands. It aims to convey its core values through:
- Union: Masorange is the result of the union of two large companies motivated by innovation and trust.
- Innovation: Masorange is committed to innovation in the telecommunications sector. Its new logo reflects this.
- Closeness: They want to be a brand that's close to its customers. A team made up of people providing services to other people.
- Trust: Masorange wants to be a company that offers guarantees to its consumers.
New Isotype
The purpose of this new symbol/isotype is to house the essence and personality of both brands in a single identity, focused on innovation and consumer trust.
The new symbol consists of two elements:
- The plus sign (+) of MásMóvil, where they want to reflect unity and inclusion, meaning that there is room for everyone and everyone contributes. It is composed of the geometric shape of the plus sign. The intersection of shapes creates a negative square.
- The letter O of Orange, which represents the world and global connection. It is constructed with two parentheses, oriented vertically. The letter O is horizontally bisected by a straight line the thickness of the geometric shapes of the plus sign.
New corporate colors
Orange and white refer to Orange and MásMóvil respectively, with a black background. black It represents seriousness and trustworthiness, the white simplicity and transparency, and the orange Energy and vitality. It should be added that they very occasionally use the yellow color from the old MásMóvil logo on their website.
Typography:
Very similar to the "giant" HelvéticaThey haven't overcomplicated things. It's a sans-serif typeface, modern and legible, and it conveys a sense of approachability and accessibility. It greatly facilitates reading and understanding the brand.
CONCLUSION OF THIS ARTICLE
Overall, the new MASORANGE brand has a positive balance in terms of the simplicity of its design and its consistency with the values of the brands involved. They place considerable emphasis on offering the best user experience with cutting-edge technology, global connectivity, and a strong commitment to sustainability. Orange has published reports and annual reports on its ESG (Environmental, Social, and Governance) sustainability programs, which makes the public's interest in the brand-user relationship quite interesting. However, caution is advised in this area, as many companies hide behind greenwashing, a harmful practice of making their audience believe they are doing everything possible to care for the planet, resources, employees, etc., when in reality it's pure marketing.
Regarding the visual aspect, I must admit that simplicity and minimalism are going too far. Sometimes less is more, but not always; a more nuanced approach is necessary. brand strategy that can guide you in deciding how to best identify your brand. I would have liked to see a more playful symbol, colors with more personality, and a subtle nod to its previous incarnations. ➕️⭕️
Do you want to work on your brand identity? Contact me here!