I’m not one of those nay-sayers who is constantly negative about changes of brands I support. I enjoyed the Facebook interface design changes and, quite frankly, Pick ‘n Pay had it coming for years but the little that I’ve read and experienced to date has convinced me that the logo change for Vodacom is not going to do it any good.
I see the potential value in Vodacom undergoing a freshen-up, especially after 16 years of successful trading and with strong competition from the likes of 8ta, Cell C and MTN’s “Ayoba” over the past year. What I would strongly have advised against (and exactly what has happened) is that Vodacom be rebranded as Vodafone without the name change. I would have incorporated the Vodafone Symbol but kept their corporate colours blue and green for now. Also, I am a designer who prefers subtle changes – a nip and a tuck; Not a volcano of change that makes it obvious that change is afoot with Vodafone now holding 65% of the shares (TechCentral, 3 April 2011, http://www.techcentral.co.za/vodacom-brand-to-get-an-overhaul/19406/).
Logo Comparison
Cell C has left the red behind and opted for black and after less than half a year, Vodacom have picked up the red and, in so doing, associated themselves with a brand that, in my opinion, is much weaker. I find myself doing a double take every time I see the new Vodacom logo because the first thing that crosses my mind is Cell C. I don’t think that’s going to do Vodacom’s brand any favours. Vodacom’s Group CEO, Pieter Uys, has dismissed rumours that Vodacom bought the colour rights from Cell C, saying that the idea for the change began before Cell C’s rebranding. (Financial Mail, 5 April 2011, http://www.fm.co.za/Article.aspx?id=139297)
Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.
The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them.
The brand experience I associate with Vodacom are:
- business focussed
- professional
- able to deliver what they promise
- best national coverage
- good service
I would use none of these values to describe Cell C.
At the end of the day, I hope I’m wrong. I hope that Vodacom remains my communications’ brand of choice.
The Design Works 
April 5th, 2011 at 8:55 pm
While I agree that cellc doesn’t bring any of those great brand experiences to mind, the red of vodafone has been around for about 6 years already. I have had 2 Nokia phone branded with it (not happily) before the move to the iPhone.
I can barely remember cellc’s logo that preceded tr current copyright logo (!) I bet most vodacom users won’t either.
I hope I’m right of course…
At least it’s not yellow 😦
Red does nothing for me though. Here’s hoping the ethos remains.
April 8th, 2011 at 9:15 am
Thanks for the comments @roscoedude
Indeed, Vodafone has been around a while. Maybe it’s just the rebel in me that’s fighting against the big international guns throwing their weight around 😉
April 8th, 2011 at 9:27 am
Seems like Red is the new black when it comes to cellular networks: Cell C, Virgin Mobile, Vodafone, Vodacom.
To be honest, this doesn’t excite me. Cell C’s rebranding was big and brave, and successful indeed.
I guess I’m simply nostalgic about the conservative blue, Vodacom brand – that I loved.
May 18th, 2011 at 10:08 am
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March 20th, 2012 at 5:13 am
I do agree with all of the ideas you have presented in your post. They are really convincing and will certainly work. Nonetheless, the posts are very brief for starters. May you please prolong them a little from subsequent time? Thanks for the post.