The tag-line is endearing. But the wordmark — saps it of its draw. Both wordmark and tag-line should complement and support each other to realize the emotion that is intended. In addition, the current wordmark poses a few challenges. The bevel/3D effect is dated, adds visual complexity and is restrictive for multiple platform use. The contours take from the identity’s strength – making it feel too curvaceous.

Our goals are to; create visual strength, visual balance, modernize and increase legibility.

The first stage is to flatten the icon and refine the wordmark.

Though it dramatically improves the identity, giving it more visual balance and stability. We can improve it further by reducing the colours. Making it even more immediate.

Next we remove the grey so we are left with a two-tone version of the logo.

This does indeed give us more immediacy and improved legibility. We can now read the identity as one unit.

Finally, we change the colour of the arrows within the icon so they stand out more.

There certainly is greater visual strength in comparison to the current. However, looking at it now, we find that the identity can be easily misunderstood for a recycling company.

In continuance with the positioning of TelOne Zimbabwe as the pioneer and leading voice, we found an opportunity to create a monogram of the O and number 1. Creating a more recognizable and immediate mark. Embedding the number one in the blue circle, also provides a smoother transition between old and new.

Though the concept works well. We realized that the identity was lacking distinction. To be able to use the monogram in isolation, it needed some distinction whilst remaining simple. Looking further into TelOne’s history, we noticed that the brand is 42 years old. This was valuable detail that we used in crafting the angles and radius.

At the heart of brand design is communication. The best brand identities, or logos, are simple enough to communicate clearly and distinct enough to be memorable. Often times the road to simplicity is complex. But its end — a somewhat “Aha” moment. When your audience remarks, “that makes sense.” Or, “that’s obvious.” You know you have developed something special that becomes the foundation for meaningful and lasting relationships.

When evolving a brand identity, one has to take into account the years of exposure its audience has been conditioned to. Exuberance is often counterintuitive. Empathy breeds lasting joy.

Yes, we want our audience to be excited about our evolution and journey. But no, we don’t want to lose them in trivial and somewhat, pretentious experiences that last but a moment — and quickly become redundant.