About Wolff Olins:
After searching the net for some info on Orange as a company I came across Wolff Olins which I thought may help in defining the ideas behind how Orange is promoted as a brand. Orange enlisted the influential brand consultancy Wolff Olins for help in producing a brand identity, name and visual style that would create high awareness … and attract customers. After finding this on the net, I thought it would be interesting to research into this further as it may provide details behind the design principles of Orange as a unique and successful brand which I may apply to my own work.
Facts:
- Wolff Olins provided research, devised the brand’s strategy, and developed the name and visual identity of Orange.
- The aim was to reinforce the values of the new brand through a distinctive visual style. Orange communications are almost entirely white, black and orange.
- Colour was used simply and confidently, complemented by simple language, short sentences and an easy to read typeface. Words spelt out the customer benefit rather than the technical specification of a product.
- Wolf Ollins developed a style of short sentences, simple language and two easy-to-read typefaces.
- Wolf Ollins also created the Orange web site and In 1996 the site won the New Media Age Award for best use of new media in consumer products; and the British Interactive Multimedia Association Award for best corporate web site.
- Orange won the Marketing Award for best design in retail marketing for the Orange shops.( It might be interesting to visit one of the Orange Stores to see how the interior is designed around Orange's current promotional campaigns).
- After designing most of the packaging of tier products Wolf Olins encouraged this theme to be reflected throughout the interiors of most Orange store's.
‘Orange is an outstanding example of the launch of a brand using all the design elements strategically to take it from a standing start to a dramatic level of performance’.
It seems that a key concept of Orange's promotional campaigns is that they are are direct and effective by using simple language to communicate their message even though at times promtional work can be visually intricate and highly detailed.
It seems that a key concept of Orange's promotional campaigns is that they are are direct and effective by using simple language to communicate their message even though at times promtional work can be visually intricate and highly detailed.
