O2, formerly the mobile telecommunications subsidiary of British Telecom, was able to establish itself among the big four players in Germany shortly following its market launch thanks to its clear profile and consistent brand management. It was necessary to develop clear language guidelines to meet the enormous communication requirements.

The corporate wording incorporates the brand values »clear«, »open«, »trustworthy« and »ambitious«, and derives a specific tone of voice for O2 on this basis. There is a short, easy-to-understand »translation« of each brand value in the characteristic style of the brand. This is demonstrated using specific examples. A small collection of writing standards completes the guidelines. 

Awards

  • ADC Germany 2008
    Bronze for branding of headquarter »Uptown«
  • contract world award 2008
    Shortlist placement (top 8) for branding of headquarter »Uptown«
  • iF communication design award 2008
    Gold for branding of headquarter »Uptown«
  • red dot communication design award 2008
    Red dot for branding of headquarter »Uptown«
  • red dot product design award 2008
    Red dot for branding of headquarter »Uptown«
  • Ring iC@ward International Indoor Design (Guangzhou) 2008
    Gold for branding of headquarter »Uptown«
  • D&AD Award 2007
    Inclusion in the yearbook for trade fair exhibit IFA 2006
  • ADC Germany 2006
    Gold for trade fair exhibit CeBIT 2005
  • Cannes Lions Design Lions 2006
    Shortlist placement for trade fair exhibit CeBIT 2005
  • Clio Awards 2006
    Bronze for trade fair exhibit CeBIT 2005
  • DDC Award 2006
    Award for trade fair exhibit CeBIT 2006
  • iF communication design award 2006
    Award for trade fair exhibit CeBIT 2006
  • red dot communication design award 2006
    red dot for trade fair exhibit CeBIT 2006
  • red dot product design award 2006
    red dot for trade fair exhibit CeBIT 2006
  • ADAM Award 2005
    Gold for trade fair exhibit CeBIT 2005
  • iF communication design award 2005
    Award for trade fair exhibit CeBIT 2005
  • red dot communication design award 2005
    Red dot for trade fair exhibit CeBIT 2005
  • ADC Germany 2004
    Award for trade fair exhibit CeBIT 2003
  • red dot communication design award 2004
    Red dot for CD guide
  • ADAM Award 2003
    Silver in the category XXL for 1.500 sqm for trade fair exhibit CeBIT 2003
  • red dot communication design award 2003
    Red dot for trade fair exhibit CeBIT 2003

Involved areas of expertise

Services

  • Corporate language
  • Corporate wording

Client

O2 Germany

Industry

Media & telecommunications

Project

Corporate language

Year

2007

Close details

O2 Germany

Brand adaptation for Germany

With a suggestive symbolism that compares communication with air to breathe, o2 quickly established itself in Germany’s competitive telecommunications market after its launch in 2002. The company booth at CeBIT, the world’s leading telecommunications trade show, served as the starting point for the entire brand launch in Germany.

Close details

O2 Germany

Training sessions/workshops

When it comes to competitive markets like mobile communications, customers compare more than just prices and services. Frequently, they also evaluate the people representing the brand – namely, the salespeople. We regularly conduct training sessions for Business Sales, Consumer Sales and Customer Service employees at o2, one of Germany’s largest mobile communications providers.

Close details KMS COACHING

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