O2 (cell phone brand)

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O 2
logo

owner Telefónica SA
Introductory year 2002
Products Telecommunication services
Markets Europe
Website www.o2online.de
www.o2.co.uk

O 2 has been a brand of the telecommunications company Telefónica, which operates in Europe and Latin America , since 2002 . It is used in the UK , Germany , Spain , the Czech Republic and Slovakia .

development

The brand was developed in 2002 by the British advertising agency Lambie-Nairn (later merged into WPP ) together with the responsible management from Great Britain, Ireland and Germany. Their visual appearance has been largely retained since then.

The brand migration after the takeover of VIAG Interkom was successful. The brand awareness within a short period of time was 98% within Germany. O 2 Germany achieved a turnaround in the course of the brand name change .

elements

The brand refers to the chemical symbol for oxygen , because communication is part of life like oxygen. As in chemistry , the number is subscripted. Font and background colors are white and initially indigo blue , now blue. The brand and corporate font is Frutiger . The background is often characterized by a blue gradient and air bubbles.

The logo is often associated with claims that differ from country to country. In Germany it has been "For more O in your life" since April 2019. From 2002 to 2016 it was “O 2 can do”, from 2016 to 2019 “You can do.O 2 ”. In the UK it is "More For You".

use

  • Current and Past Uses

  • Product name

  • O2 World Berlin

  • Sports sponsorship

The brand was or is used as part of the company name in the following countries:

  • Germany (from 2002 to 2011)
  • Great Britain (since 2002)
  • Ireland (from 2002 to 2015)
  • Netherlands (from 2002 to 2003)
  • Czech Republic (since 2006)
  • Slovakia (since 2006)

Currently (beginning of 2020) Telefónica itself uses the brand in Great Britain, Germany and Spain (there as a second brand ). It is used under license in the Czech Republic and Slovakia .

The brand is or has been used, for example, in marketing , advertising , public relations or sponsorship in order to publicize the company's own telecommunications products and services and to promote sales. It can be found on devices, at the point of sale , in public spaces and on buildings, or on people's clothing.

Awards

In 2005 O 2 received the brand award in the “Best New Brand” category. There were also awards for the branding of the Munich headquarters and for exhibition stands at CeBIT , such as the iF Award , the Red Dot Design Award and awards from the ADC .

literature

Web links

Individual evidence

  1. ↑ a b c O 2 . In: Florian Langenscheidt (Ed.): Deutsches Markenlexikon , p. 766.
  2. ^ André Schloemer, Franz-Rudolf Esch, Kai Harald Krieger: VIAG Interkom becomes o2: Successful migration and turnaround of a brand . In: Best Practice in Brand Management . 2009, pp. 201-222. doi : 10.1007 / 978-3-8349-8092-2_10 .
  3. ↑ Brands and names: This is what the brand names of the cell phone manufacturers mean. In: inside-digital.de. June 30, 2018, accessed January 19, 2020 .
  4. ^ Monotype GmbH: Frutiger. By Linotype. In: fonts.com. Retrieved January 17, 2020 .
  5. ↑ O2 logo. In: logosmarken.com. Retrieved February 18, 2020 .
  6. ↑ Santiago Campillo-Lundbeck: BBDO Berlin replaces Kolle Rebbe as O2 lead agency. In: horizon . October 10, 2018, accessed February 18, 2020 .
  7. ↑ Santiago Campillo-Lundbeck: This is the first BBDO campaign for O2. In: horizon. April 1, 2019, accessed January 17, 2020 .
  8. ↑ Marco Saal: O2 has given itself a new brand claim. In: horizon. February 2, 2016, accessed January 17, 2020 .
  9. ↑ O2. In: brandz.com. Retrieved January 17, 2020 (English).
  10. ^ Christian Merten: The checkered history of O2. In: Computerwoche . November 9, 2012, accessed January 20, 2020 .
  11. ^ Diana artist: Telefónica becomes company name in Germany. In: Funkschau (online). February 17, 2011, accessed January 21, 2020 .
  12. ^ Tim Skinner: Hutchison and Telefónica confirm O2 acquisition. In: telecoms.com. March 25, 2015, accessed on January 21, 2020 .
  13. ↑ Jamie Smyth: Esat Digifone will resurface as O2 next year in second rebranding. In: The Irish Times . September 4, 2001, accessed January 21, 2020 .
  14. ↑ Ailish O'Hora: O2 Becomes Three as major mobile rebrand kicks in. In: Irish Independent . March 2, 2015, accessed January 21, 2020 .
  15. ↑ O2 wordt weer Telfort. In: bellen.com. August 7, 2003, accessed January 21, 2020 (Dutch).
  16. ↑ Cesky Telecom and Eurotel become “Telefonica O2 Czech Republic”. In: derStandard.at . May 5, 2006, accessed January 21, 2020 .
  17. ↑ Úrad pre reguláciu elektronických komunikácií a poštových služieb: Third mobile operator: Telefónica O2 Slovakia won tender 2006-08-02. In: teleoff.gov.sk. August 2, 2006, accessed January 21, 2020 .
  18. ↑ Telefónica SA: Our brands (O2). In: telefonica.com. Retrieved January 19, 2020 (English, information from company website).
  19. ^ Marc Navarro: Telefonica to launch O2 brand in Spain. In: marketwatch.com. June 13, 2018, accessed January 21, 2020 .
  20. ↑ O2 Czech Republic as: O2 compensated pressure on traditional services profitability and European roaming regulation impact by proposition of new services. In: www.o2.cz. January 30, 2018, accessed on January 22, 2020 (Company press release).
  21. ↑ O2 Slovakia, sro is a 100 percent subsidiary of O2 Czech Republic as See O2 Czech Republic as: O2 Czech Republic Group and ownership interests in other companies. In: www.o2.cz. Retrieved January 22, 2020 (English, information from company website).
  22. ^ KMS Team GmbH: O2 Germany. Brand adaptation for Germany. In: kms-team.com. Accessed January 21, 2020 .