On Globe Telecom’s re-branding
Posted on August 13, 2007
Filed Under Internets, Marketing, Nickel and Diming
One of the more specialized areas of interest my career has led me to study would be corporate branding and positioning. I’ve done a lot of in-depth branding proposals for both foreign and local companies in the telecommunications and internet verticals.
The most critical part of any branding or repositioning campaign would have to be the conceptualization of the company’s or brand’s new logo. The logo is the central element of a company or a brand’s image and must be easily identified with the industry/product/service and must be able to give a clear picture of what is being marketed.
For this reason, the conceptualization of the logo is often where a disconnect between marketing people like myself and design people like FOBCast Co-conspirator Site guy Marco occurs.
Anyway, you may or may not have noticed Globe Telecom’s recent re-branding efforts. Now Globe, being one of the few players in the country’s telecommunication industry, I doubt that the aforementioned re-branding would have any significant or even noticeable impact on the company’s bottom line. Here are, however, a few of my observations as far as their re-branding efforts would go:
Overall Design:
The trend I notice with telecommunications, internet or any company that markets bleeding edge technology for that matter is that their logos are generally chiseled in the sense that designs usually have clean and precise outlines as if cut along the edges. They are also, more often than not angular and avoid any elements that are supple. This way, a perception of being innovative or being at the forefront of innovation is achieved.
This can be observed through the logos of other full-service telecommunication companies like Verizon:
Unless a drastic positioning shift is to be expected, I really do not get the point of replacing Globe’s already ubiquitous logo with the one they have right now. The great thing about Globe’s previous logo was that both its symbol and wordmark could stand on their own. The same could not be said with the current combination as the symbol combined with Globe’s wordmark doesn’t associate Globe’s sub brands (MyGlobe, Innove, GCash, etc) with the parent clearly and directly.
Given Globe’s strong Brand name in the Philippines, I feel that a symbol, a new one at that, is only needed if they think that:
- The company’s name is too generic or hopelessly lacking personality. (Which is something that might be true if the global market is to be considered. This is clearly not the case locally though.)
- The company needs to link its subsidiaries to the parent (something they have done quite well with previous marketing campaigns).
- They need to place the symbol on actual products (phone kits, Prepaid Cards, SIM Cards, etc), AND…
- They would benefit from a complete re-branding and they can afford sufficient media to actually tell the public what the new logo means.
Graphical Distinctiveness
Ideally, a logo should be able to communicate an idea in purely visual terms without having to depend too much on intellectual and verbal interpretation. It should contain only one graphical idea and no more than one attribute.
Here’s a test: Pass by one of the ginormous Globe billboards anywhere on the metro while riding a car travelling 60kph, glance up at the billboard, check out the logo and the messaging. Anything come through? Exactly.
Implementation and Consistency
Like I mentioned earlier, a new logo is useless in a re-branding campaign if it does not successfully link subsidiaries to the parent clearly. Now take a look at this, this, this and this. Oh and this. Notice any reciprocal relation as far as branding would go? Me neither.
And Jesus Christ, what the fuck’s up with this:
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20 Responses to “On Globe Telecom’s re-branding”
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The Star
Mike "Fucking" Villar
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"The personal blog of Marketing Strategist, Rising Internet Star, Man Blog editor, child pornographer, alcoholic, and cokehead-- Douchebag Jones--Err, Mike Villar! -
Bottom line: the new logo sucks.
I agree with a lot you said! its really hard to process the logo even if you look at it for a long time
I also think that the previous logo has better recall
So THAT’s what they call that toy. I’ve been thinking about it for 20+ years. Thanks, Mike Villar!
FUCK YOU!1 YOU STOLE THAT SHAPE-O TOY LINE FROM ME!!!1 I SAID THAT!! STICK TO NUMBARS AND GRAFS MIKEY!!1!
Feel free to write an angry post about it on your site. Oh, wait. You don’t have a site. Site guy.
What the fuck do you know about branding biznatch??! I designed your fucking logo! Before that it was only a goddamned letter M! WTF?!! Stupo!
You are a brilliant writer Mike.
Ingrid, I was also a Hope and Winston SuperStakes Winner. If that matters. To You.
Hahaha!
I can’t believe Ade Magnaye is dissing you. Don’t worry he’s “the gay bestfriend, only straight”
…now he’s gonna kill me
Is this rebranding their way of matching SMART’s new marketing efforts?
The change in logo was unnecessary. But I do agree that a new logo would be appropriate if they were to link together all their subsidiaries to the parent company. I think a change in logo design is a deceptive way of telling your target market that there’s something new going on with you, when actually, there is not.
But, that’s just me.
where’d ade bash mike?
Ya where?
Heh. Some company identity guidelines are hilarious (like Palm’s), while others are booorrrinnnggg (Apple).
lol…. poor whoever-thought-of-re-branding-through-a new-logo….
have to agree with “I doubt that the aforementioned re-branding would have any significant or even noticeable impact on the company’s bottom line” … but maybe they can prove us wrong.. we’ll see..we’ll see
hihihi…i really thought we would come up with a better logo…i was SO wrong. but my new ID looks way better than the previous one now.
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