News
News
A1 Telekom Austria Group, listed on the Vienna Stock Exchange, is a leading provider of digital services and communications solutions in Central and Eastern Europe with around 27 million customers, currently operating in seven countries under the brand A1: Austria, Bulgaria, Croatia, Belarus, Slovenia, the Republic of North Macedonia and the Republic of Serbia. As technology and each market advance, A1 needed to refresh its brand design to support its Group strategy "Empowering Digital Life.
After the successful rebranding of all seven A1 markets, the design had to be evolved for the different local needs and further explored for the best performance in all digital channels. Saffron, a strategic brand partner for over 10 years, worked with A1 to update and modernise A1s design language in a future-driven process. The full brand refresh involved all countries, departments, and agencies for the design to work visually and technically.
Stefan Schindele, Brand Strategy & Corporate Design for A1 Telekom Austria Group commented, With the design refresh we give the designers freedom within a framework - more possibilities, higher visibility, and visual consistency - following our vision: empowering digital life is what we do, and experiences are what you get.
Matt Atchison, Senior Creative Director at Saffron commented, The task to evolve A1's design language, updating and modernising it to better suit the needs of a digital era, was no small feat. A1 is an international company with strong brand equity which needed to be maintained; however, developing a flexible and adaptable design ethos allowed the brand to work in different markets and appeal to a variety of audiences and still maintain its core identity.
The refresh includes new brand icons and logos, a new colour scheme, more expressive pictures and illustrations, and more flexible graphic elements for all channels. The implementation of the brand refresh began at the end of last year and will be rolled out in all markets this year.
