Telekom Brand Portal
Telekom Brand Portal
Challenge
Since mobile phones, cars and kitchen devices can go online, technology has a deeper impact on our lifes. Everything becomes digital. In reaction to this development, Telekom aimed to face the changes in society and technology head on and update the brand design.
Strategic Approach
The new brand design builds on established assets such as ... but unleashes their power. Magenta takes up a more prominent role, dynamic layers are introduced and .... Telekom takes up the growing importance of innovative strength and partnerships in the digital world, is opening up new growth areas and fosters co-creation. In this way it aims to support Deutsche Telekom's primary objective of becoming the first choice for connected life and work.
Development Phase
Flexible Brand Management, Steering, Brand Ambassador Program, Train The Trainer
Roll-out
+ Training
Across 5 Years

The update encompasses Deutsche Telekom's entire brand environment, ranging from trade fair design and traditional advertising and sponsoring, through to the fashion clothing worn by employees in the Telekom Shops. Deutsche Telekom will continue to use established brand elements, such as the T-Logo, the Digits, and the Group color magenta, which already enjoy a high degree of recognition among customers and the wider general public. In the future, Magenta will figure prominently, for example in advertisements, publications, websites and in the Telekom Shops. The brand environment is being converted gradually over a longer period. The updated brand identity flanks the opening up of new growth areas and makes a sustainable contribution to the Company's success.
My Role
Outcome
Deutsche Telekom defends the top spot as the most valuable telecommunications brand in Europe, followed by Orange and Vodafone. According to the "Brand Finance Global 500" ranking, the company has achieved the highest brand value in its history, at 40.2 billion U.S. dollars. This is an increase of ten percent on the previous year's value. Since its relaunch in 2008, the brand has seen continuous growth in value, increasing by an impressive 352 percent. Besides, independent branded institutions lead the company regularly under the top 3 of the leading German brands.