Deutsche Telekom puts brand identity on course for the future

Mar 04, 2013

  • Deutsche Telekom updates brand design and faces changing society and technology head on
  • Brand evolution supports corporate strategy as well as growing influence on innovative strength and partnerships in the digital world
  • Brand elements guarantee recognizability and customer proximity across all points of contact

Deutsche Telekom is aligning its brand identity with the demands of the digital world and the fast-changing markets. The updated identity focuses on a clear, distinctive and consistent perception of the brand across all customer contact points. At the same time, the new design takes up the form and content of Deutsche Telekom's corporate strategy and reflects the growing importance of innovative strength and partnerships in the digital world. In this way it aims to support Deutsche Telekom's primary objective of becoming the first choice for connected life and work. The updated brand identity flanks the opening up of new growth areas and makes a sustainable contribution to the Company's success.

"Strong brands are set apart by the way they move with the times without changing their core brand," said Hans-Christian Schwingen, Head of Deutsche Telekom's Brand Strategy and Marketing Communication. Tobias Schmidt, Head of Brand Management added: "With the evolution of our brand identity, we are anticipating changes in the competitive environment. We are not using design as an end in itself, but rather to support the Group's strategic focus."

The update encompasses Deutsche Telekom's entire brand environment, ranging from trade fair design and traditional advertising and sponsoring, through to the fashion clothing worn by employees in the Telekom Shops. Deutsche Telekom will continue to use established brand elements, such as the T-Logo, the Digits, the acoustic brand jingle and the Group color magenta, which already enjoy a high degree of recognition among customers and the wider general public. The "T", for example, is recognized by nine out of ten people surveyed, the Digits by almost three quarters of customers.

The Group color magenta plays an even greater role than previously in Deutsche Telekom's new brand identity. In the future, it will figure prominently, for example in advertisements, publications, websites and in the Telekom Shops. We have already received first impressions of the new look at IFA 2012 in Berlin and at this year's Mobile World Congress in Barcelona. CeBIT 2013 in Hanover will also showcase the new brand identity. The brand environment is being converted gradually over a longer period. Current advertising and print materials are being adapted as of now.

Experience our products and services live at CeBIT from March 5 - 9 at the Deutsche Telekom stand in hall 4, stand C26. Deutsche Telekom's entire presence at the trade fair is carbon-neutral: All CO2 emissions generated in setting up and operating the stand are offset fully by carbon-reduction projects abroad.

About Deutsche Telekom
Deutsche Telekom is one of the world’s leading integrated telecommunications companies with more than 132 million mobile customers, over 32 million fixed-network lines and 17 million broadband lines (as of December 31, 2012). The Group provides products and services for the fixed network, mobile communications, the Internet and IPTV for consumers, and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in around 50 countries and has 230,000 employees worldwide. The Group generated revenues of EUR 58.2 billion in the 2012 financial year – more than half of it outside Germany (as of December 31, 2012).

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