“With a brand like O2, its success lies in the richness and depth of its ‘brand world’, which features bubbles, colour, photography, and typography … you could remove the logo and still know the brand.”
— SIMON MANCHIPP
“The O2 launch has been the most successful mobile brand launch that Accenture’s ROI group have seen.” [more]
“See what you can do — O2 adopted the phrase in 2002 after changing its name from BT Cellnet.” [more]
“The thinking behind O2 stemmed from the consumer insight that mobile phones are ‘essential for life’. The oxygen-bubbles design built a rapid presence in a market in which growth had slowed, creating differentiation from rivals as well as providing a consistent brand glue across communications.” [more]
With what other identities can you remove the logo, yet still identify the brand?
O2 signage photo by Alex Segre