London, England -- (SBWIRE) -- 03/27/2017 -- Movistar is the leading consumer Telco brand in Spain and much of Latin America. This brand refresh is a significant move to position Movistar as a leading and current brand, sitting confidently amongst its global stable-mates in the on-screen telecoms brand arena.
Yolanda Goyeneche, Brand Strategy & Identity Manager at Telefónica says that the new brand identity is "an evolution created to symbolize the new business challenges and company positioning", evolving the company identity to be a "more vibrant, modern and flexible brand, more suited to new digital environments"
Answering to the Telefónica global brand team brief, the refreshed brand identity is designed to bring the brand to life, increasing its emotional impact. This provides greater flexibility to engage and evolve over varying communication platforms and audiences.
Tim Simmons, Managing Creative Director of the Lambie-Nairn Madrid office, explains how the new visual style "is unique and exclusive to Movistar's iconic "M" and its new colour palette, a refreshing change expressing more emotion and modernity, resonating in new digital environments with a rejuvenated energy and attitude".
Simmons explains "the new identity and all the resources that come with it, provide Movistar with infinite possibilities when it comes to staying fresh and modern, providing brand relevancy in a constantly changing environment today and for the future."
The new identity has already been launched in Spain, Colombia, Argentina and Central America, and during the first half of 2017, it will roll-out to the remaining local Movistar markets.
Telefónica has once again entrusted the development and evolution of one of its major commercial brands to the international consultancy Lambie-Nairn, with whom Telefónica has been working since it was chosen as its global "Brand Guardian" in 2009. Lambie-Nairn, with headquarters in London, Madrid, and offices in Europe, Latin America and the Middle East, works with all of Telefónica's brands: Movistar in Spain and Latin America; Vivo in Brazil; O2 in the United Kingdom and Germany; as well as Telefónica on a global level.
Lambie-Nairn is an international brand consultancy with more than 40 years of experience in the market. They combine their creativity with strategic vision to deliver branding solutions that lead to business success. Lambie-Nairn is part of the WPP group.
At Lambie-Nairn we believe that strong brands are fluid, dynamic properties that evolve and develop over time. They get formed and shaped by all of the interactions that they make with the world; they continuously modify themselves in response to the environment in which they exist; they constantly listen and respond and, on occasions, they may provoke.
For 40 years we have been creating dynamic brands that have reshaped categories and grown and evolved over time. There can be no better examples of this than our many pieces of pioneering work in broadcast identity design – where the term 'dynamic brands' could be said to literally apply! In recent years we have extended our approach beyond just the creation of dynamic brands and into their on-going management.
Our sophisticated and carefully structured technique for managing large-scale national and international brands – we call this Brand Guardianship – is a unique offer that is delivering exceptional return on investment for our clients and providing them with some of the world's most valuable and enduring brands. Putting all this together, we believe that Lambie-Nairn offers a uniquely progressive, powerful and contemporarily relevant approach to building and maintaining our clients' brands.