The evolution of the Telia brand

Brand design

Design strategy
Brand identity
Brand implementation
Brand design film
Custom headline typeface
Imagery concept
Tone of voice

Experience design

Digital design system

In 2021, Telia was in need of a redesigned visual identity. And they needed an evolution, not a revolution. The goal was to make sure that the new design enabled better customer experiences and made Telia stand out as one brand­ in all the different markets.

Evolving with markets and customers

As Telia is transforming into a digital communications company, new demands are placed on the visual identity across markets. Telia is delivering high-quality digital experiences to all aspects of people’s lives. Be it connectivity, communication or entertainment. That transformation has to shine through in all parts of the brand.

Simply engaging

The new visual identity is centered around the idea of being Simply Engaging, making the design inviting and creating possibilities for even more engaging customer experiences. To achieve that, while ensuring brand recognition, the user has been put at the center, and design assets have evolved rather than being replaced. It is a reinvention of Telia’s visual identity.

Fit for digital

The logotype is adjusted to fit a digital environment, which often means smaller formats where the logo still must look crisp and distinct. A new headline font has been crafted that is easier to read and gives Telia a distinct look. The core purple color has been complemented with both a darker and a lighter nuance, and a beige palette has also been added to add flexibility and warmth. Together it gives Telia a distinct look.

The reinvented toolbox allows for new opportunities and ensures a high-quality experience across markets. The new identity breathes confidence. It is modern in its expression, yet it feels inviting for anyone to experience. It is a manifestation of a company that is on a mission to create a better Telia and reinvent better connected living.

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