A new logo is always a fun time and I always like to question why does it need to change. In this case there is a lot of talk of leaving behind the old confusion and monopolistic tricks and reengaging the NZ people. This would be all good and perhaps does beg a new logo to mark the occasion but it also illustrates the two times someone needs a new logo:
1) to replace bad(aged fashion) design or
2) to help people forget bad behaviour

It’s a similiar technique to the “under new management” signs outside cafes and bars.

So the logo does offer the opportunity of “a future so bright” – it is more engaging and personal and fingers crossed all this comes to be.

However I can’t help but feeling the “glare” up and left from centre is just to strong as it makes me want to look away and does weird things to my eyes.

One wonders whether the squiggle is the new swoosh?

Players like Design 21 (http://www.design21sdn.com/) and many others have been embracing its self expressive qualities for sometime now.

Yet to be seen is how dynamically Telecom roll it out – running images through it, animating it, etc. Let’s see how inventive they get with applying it across media.

True, tho I wish it was more unique I am looking forward to seeing it out there. My favorite tweet was:

“Telecom says new ‘abstract’ logo is whatever customers want it to be.I want it to be good service…blink. Dint work! ;)” RT @ShamaSukul

IMHO it doesn’t feel like a service I would want to run my business on.

All of the words used to describe this new logo are the same ones to describe a project that received a bad grade in art school.

“Just because” as a design answer does not a good design make.

Its always difficult for large public companies to rebrand and make everyone happy. Telecom has made some terrible business decisions over the past couple of decades and this creates a pre-conception that it is a move inspired by traditionalist marketers doing what they do best. “New branding will give the company a fresh face and customers will come flooding back in” …

I hate to tell you but customer perceptions are changing and traditional techniques are becoming less and less effective. Lets see some better service, better quality control of your contractors (018) and some innovative technology decisions that is not bringing old technology to NZ (CDMA network & TIVO system.)

As far as a logo goes it is nice, it is simple, it will work in many situations on many mediums… all of these boxes are checked. My only pickiness would be a slight bit of visual tension coming through in the squiggle.

I am in mixed emotions about it, but I think i’ll take the high road. I’d love to see a new leaf turned over for Telecom. Show us what you’ve got Telecom. You’re going to have to provide more than a 10/10 light show for me to become a customer.

There appears to be a fine line of inspiration that is drawn from between the new Telecom logo, those examples above and now, even ‘free vector art’ ;)

No, no, despite me having a little chuckle to myself I’m actually with Shaun on this one.

Admittedly, the new Telecom (asterisk/star/snowflake/symbol) logo has grown on me over the weekend. Yes, I was a little bewildered the first time I saw it projected onto the Ferry Building but now, I’m intrigued, and look forward to seeing how it is rolled-out to online and offline mediums.

And if Designworks has anything to do with it, I’m sure they won’t disappoint. Although… a good friend pointed out to me that ‘The New Dowse’ project was on their site earlier this week, and now… well, search for yourself.

Great article Louise, better than the ones on Stuff.co.nz. Personally I think the new logo is nothing special. They could have done better with the resource and time they have.

I think it’s a dangerous strategy to invite customers to define your brand for you (saying the logo is ‘anything you want it to be’). Surely Telecom could have put more thought and strength into the shape of their new direction?

Great comments… This ‘is anything you want it to be’ is a dangerous approach to take for a company that have had a history of poor customer service.
Personally, I like the redesign and look forward to seeing it in print/web etc… but I don’t like the rationale behind it.
On another note, The New Dowse Art Gallery in Wellington must be a disappointed in the similarities between the new logos?!

You can get more of an overview of the strategy and roll-out here:

Telecom New Zealand internal brand launch Oct 2009

http://www.youtube.com/watch?v=7Gp_7-rzMFk

Nice post.

I’m ambivalent about the change. It’s not really about what the “customers want it to be”; most of them have probably got better things to do than sit around navel gazing over any hidden symbolism it might hold. It’s more about what Telecom ‘make of it’. It’s only a squiggle until they invest it with some sort of value.

interesting that design works also did the new dowse brand…

I wanted to see it’s application in the advertising before I made a comment on this and it is what I expected them to show (in the YouTube clip).

The logo looks much better as the flat white on the teal background. Really ticks the boxes of what not to do in logo design with its main application; thin lines with the use of gradients and a lens flare.

Sure its like the Dowse logo. Also check out the original Meridian Energy logo (the original on white version). This new logo feels like a lost opportunity.

To be fair, the new logo looks good but they could have done better. It fails to depict what the company really is and though it looks good, it’s pretty bland also.

There’s more to it than meets the eye

Don’t like Telecom’s new logo, is artificial, the color is fine for me.

There’s a lot of differing thoughts on design and style that it’s impossible to please anyone sadly…