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Mobile network giffgaff launches new “digital noise” identity

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Echo Brand Design has rebranded mobile network giffgaff, with the aim of creating an identity that is community-based rather than corporate, says the consultancy’s creative director Maren Steffens.

The new design is multi-coloured, and has “digitilised” and “future-proofed” the previous pixel design that has been used by giffgaff since it launched in 2009, she says.

Steffens says of the new “digital noise” design: “We’ve created pixels that make the design look like it is constantly moving. Even in print form, it has that dimension to it.”

She adds: “Its behaviour as an identity is quite unique – it constantly changes, unlike the corporate world of having one colour.

“Giffgaff is a brand on the pulse of changing and evolving and the community stands at the forefront of it, so the design has a range of personalities. It was very much created with the members in mind.”

Charlie Smith, giffgaff brand manager, says: “Our network is run by our members, so it’s important that we give them a brand that supports their efforts – the digital noise identity is designed to resonate with our target audience and be remembered.”

The lettering of the logo was generally retained, but the consultancy “refined and reinvented its role and expression,” says Steffens.

The brand refresh includes digital and print collateral. This accompanies a new “one-size-fits-all” triple SIM design, which was inspired by a member idea and which intends to help reduce waste, and video content such as the new design for E4’s giffgaff-sponsored idents.

Echo Brand Design was invited to undertake the project after previously completing work for the mobile network. The brand refresh took six months to complete.