Cellcom
Rebranding

When you know, you know.

Industry
- Telecommunications
Services
- Rebranding | Design

The Challenge

Recent years have witnessed rapid development across multiple worlds, largely facilitated by fiber internet, smart tv’s and cellular communication. The Cellcom brand needed to adapt to this changing reality and to stay relevant across all its touchpoints with existing and potential customers in a world quickly becoming more digital and connected.
The Solution

The objectives of the rebranding were to maintain Cellcom’s existing assets while providing the brand with a consistent, fresh, relevant identity aligned with today’s world. The main tool Open chose for the brand refresh and its adaptation to a digital environment was the replacement of the outdated purple color with an energetic, novel, fresh color. The rest of the brand tools including bilingual font, photographic language, icons, and a grid system, were also leveraged to provide the brand with the new vibe it needed to project.

Logotype

Conjointly with the recognizable star symbol, which triggers brand recognition and evokes public trust, we wanted to inject the logo with new energy to convey a contemporary, relevant brand. We ditched the italics and opted for a combination of a clean, sans-serif font with a more mature color that empowers and sharpens the letters against the star symbol. We also updated the star’s color to the brand’s new digital color, to reflect the new and relevant Cellcom.

Logotype

Color Palette

As a brand which generates a huge volume of communication across all channels, we were compelled to pick a unique, differentiating color for the brand, but one that also allows flexibility and ever-changing content. After an in-depth analysis of color in digital worlds, we chose two shades of purple that are consistently legible across different color combinations as well as with the black and white secondary colors of the brand.

Color Palette

As a brand which generates a huge volume of communication across all channels, we were compelled to pick a unique, differentiating color for the brand, but one that also allows flexibility and ever-changing content. After an in-depth analysis of color in digital worlds, we chose two shades of purple that are consistently legible across different color combinations as well as with the black and white secondary colors of the brand.

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