The Movistar brand, which launched in 1994, is Telefónica’s mobile communications brand. It operates as O2 in the UK and the rest of Europe.
Movistar leads the category in Spain as well as in key Latin American markets. However, with today’s convergence of technologies, a new digital environment, and a far more complex matrix of consumer expectations, motivations and needs, the brand’s category was beginning to shift.
In this context, Telefónica decided to reorganize its brand portfolio, evolving toward a more consolidated and consistent model, which restages the role of Movistar and O2 beyond strictly consumer mobile telecommunications.
Today, Movistar and O2 are poised to assume broader, overarching commercial roles that satisfy the needs of a wider spectrum of market segments and audiences.
Interbrand’s work focused on creating a fundamental basis for Movistar’s new brand model, which allows Movistar to assume the commercial consumer market role previously held by Telefónica. The new brand proposition emphasizes Movistar’s unique role in enhancing lives with richer and more rewarding experiences they can share through a broad range of technological possibilities.
The renowned logotype has evolved in scale and typographic style to attain greater prominence next to the iconographic M symbol. In order to express the brand’s open, positive and expressive personality, the sky has been adopted as a key visual element. The sky evokes inspiration, aspiration and freedom.
It expresses the brand proposition, which is capable of uniting communities in the more than 15 countries in which the brand operates, by suggesting a world without limits; a world of shared opportunities, ever growing in scope and dimension.
The world looks forward to the roll out of the brand.