The new brand identity, debuted at the world's largest and most influential tech connectivity event, marks a shift to AI-driven customer experience.

Greenlighting the future of communications solutions

<a href="https://www.gms.net/" target="_blank" rel="noreferrer noopener"></a>
<a href="https://www.gms.net/" target="_blank" rel="noreferrer noopener"></a>
<a href="https://www.gms.net/" target="_blank" rel="noreferrer noopener">GMS</a> debuted its new <a href="https://saffron-consultants.com/work/service/brand-identity" target="_blank" rel="noreferrer noopener">brand identity</a> at Mobile World Congress (MWC) in Barcelona last week. The updated strategy and design we crafted together reflects their position at the forefront of communications solutions as it embraces an AI-driven future for customer experience.

For nearly two decades, GMS has delivered value for mobile operators with smart and secure solutions. After several acquisitions, the company now offers a wider range of products enriched with Generative AI and Conversational AI, improved Communications Platform as a Service (CPaaS) capabilities, and a faster time-to-market.
The fresh identity represents GMS’s strategic expansion into the AI-driven era and highlights their mission to 'Greenlight Tomorrow'. While maintaining key elements like the memorable three-circle symbol, green colour, and name, the updated design introduces a contemporary lowercase wordmark.

The new identity was unveiled at MWC, the world’s largest connectivity event, aligning with the theme <a href="https://www.mwcbarcelona.com/themes/ai?date=2024-02-29" target="_blank" rel="noreferrer noopener">‘Humanising AI’</a>. The theme provided an opportunity to reflect on how businesses can prioritise <a href="https://saffron-consultants.com/journal/ai-in-branding-navigating-innovation-and-imitation" target="_blank" rel="noreferrer noopener">a responsible approach to AI</a> and emphasised GMS's commitment to integrity and agility. Our collaboration extended to designing their MWC booth, incorporating visual elements from the new logo to create an engaging experience for visitors.
With this brand refresh, GMS is well-positioned to uphold its leadership in communication solutions, setting new standards for trust and excellence in the industry.

GMS unveils brand refresh at MWC 2024

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