Wolff Olins For Orange.

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.

Orange Research.


Brief Thoughts:

I am pleased at how the brief encourages an experimental approach. To begin with I'm going to research and brainstorm some ideas which may have some potential to be developed further.

Keywords and Concepts:

Here are the one's I am initially interested in researching:

• Fast
• New Direction
• Bigger Networks
• Your Group
• Books

These are the keywords/concepts from the brief that I am the most interested in choosing as a basis for researching and developing into some initial ideas. So I think the the best way would be to research into each idea and see what happens. As a starting point, I'm going to search the net as I would like to find examples of how Orange have been promoted as a network which in-turn could provide me with some visuals as too how to develop and apply it to my own work. I'm really interested in some of their advertisements on film where each campaign communicates a clearly defined message. It will also be interesting to discover how each campaign has been designed around promoting Orange as an "optimistic" mobile network.


Orange Facts:

Here are some fact's on Orange I found on the orange website:

• Orange is the billion dollar brand that re-wrote the rulebook, disadvantaged its competitors and is worth double its nearest rival.

• Orange offer seamless network reach in 220 countries and territories, with service support in 166.
  

• Orange has 1 million mobile business customers and 8 million end users.

• Orange is a truly global brand. It has licensed itself in Belgium, Switzerland, Israel, India, Hong Kong and Australia and plans to be in 50 countries worldwide by 2005.
  
  
• The Orange brand was built on being the customer champion and has challenged convention with its distinctive customer approach since 1994. Its renowned for it's quality customer services.
  

• The Orange brand wanted to be distinctive in providing its services against other mobile networks.

• Orange believe clarity comes from simplicity.

"We feel that we are people communicating with other people.
We are always direct and easy to understand".

• Orange expresses all the qualities of the brand: Warmth, Friendliness, Energy and Optimism.