VIDEO: EE talks branding at its new-look store

Steven Day and Chris Moody: EE talks to Brand Republic
Steven Day and Chris Moody: EE talks to Brand Republic

Steven Day, EE's chief of brand and communications, explains how its new logo represents its network as Marketing takes a tour of its flagship store in Oxford Street, freshly decked out in EE's turquoise, yellow and grey colours.

Today marks the official public launch, with 700 EE stores opening across the UK including stores previously branded either T-Mobile or Orange.

The stores colour scheme has been changed to EE's turquoise, yellow and grey.

Steven Day, chief of brand and communications at EE, told Marketing: "What we were thinking when we built the logo was that we wanted a way of representing our network and bringing that invisible thing to life which is always around us.

"We created an image of light, a series of dots and when you join the dots you get our logo, you get our typeface, you get our iconography and you get the whole vision of identity of our brand."

Chris Moody, creative director at international brand consultancy Wolff Olins, worked on the branding. He said: "It's very much more than a logo, I think it's a very rich digital system that allows you to have conversations with the consumers on the devices that they've got in store. It's a very playful but purposeful brand at the same time." 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral
Chevrolet launches £350m Manchester United shirt deal with nostalgic video
Warburtons rebrands to 'Warbeartons' in Paddington Bear movie tie-up
M&S blames new website as non-food sales fall again
Top 10 skills for young creative talent: The Mad Men era of on-the-job learning is long gone
Pepsi Max calls on fans to take part in Kelly Rowland video
From mutton chops to manscaping, Gillette takes a trip through 100 years of male grooming
Digital democracy creation: how the marketing industry made its voice heard
Three prints spoof apology letter to hapless holiday-less consumers
Sponsors congratulate Novak Djokovic on Wimbledon win
Cristiano Ronaldo launches CR7 fashion range and website
How eBay drove awareness of The Amazing Spider-Man 2 for Sony Pictures
Lidl plots 'more British' brand in drive for customers
WeChat-owner Tencent on China's impact on international marketing - not vice versa
Imperial War Museum releases film announcing WWI exhibition
Why brand and music collaborations need to work for the fans, not the brands
Viral review: Star Trek's Zachary Quinto has Independence Day fun with Newcastle Brown Ale
Why brands should beware of Facebook's emotional engineering
Beats by Dre turns up the heat ahead of the France v Germany World Cup game
Top 10 ads of the week: Breaking Bad's Aaron Paul helps XBox reach top