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Saffron creates new brand for telecoms firm A1

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By The Drum Team, Editorial

June 17, 2011 | 2 min read

Saffron Brand Consultants has today taken the wraps off A1, its new brand for telecoms company A1 Telekom Austria.

Following the merger of landline firm Telekom Austria and mobile operator A1, Saffron was hired to create a new brand strategy, values, architecture and visual language for the merged company.

"This was a merger of two market leaders and we wanted to create a strong brand to signal the company’s new direction," said Saffron managing partner Ian Stephens.

"The new A1 is a flexible brand system, where the basic shape of the logo remains, but its ‘skin’ adapts depending on how and when it is being used. In a market where most companies still talk about technical benefits, it reflects a strategic shift to a more human approach and focuses on emotion, rather than technology.”

The new branding will be rolled out from the end of this month across all channels including retail, consumer communications, livery, signage and online.

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