“We are living a once-in-a-lifetime opportunity to come together and co-create a more ample world of possibilities for people, both individually and together”
stc, digital leader and one of the most valuable brands in the Middle East, is together with the region going through a moment of exponential change that’s faster and more relevant than anything the region has ever experienced.
This is not a mere cosmetic change but a cultural revolution, based on a previous business strategy that was condensed in the acronym DARE (digitalize, accelerate, reinvent and expand), and on the pursuit of ambitious goals:
- Reinforce stc as a digital innovator that goes beyond the telco business. From telco to digital buisiness.
- Transform stc into a regional leader generating impact beyond key markets. From local player to regional reference.
- Build stc into one big family; simple, clear and meaningful. From different brands within the portfolio, to one family with a singular experience.
- Turn stc into the company that leads the change into the future and the one that tells a new story that engages with the new generations.
In the business of enriching people’s lifes
In order to prepare the stc brand for the future while maintaining its authenticity, it was necessary to define a new, clear and meaningful vision.
For this reason, stc’s new purpose transcends the capabilities of a traditional telco operator and instead connects to people’s needs: “Creating and bringing greater dimension and richness to people’s personal and professional lives”. This is the ambition that will guide stc in internal and external processes, accompanying an evolution in their corporate culture that highlights drive, devotion and dynamism.
A brand architecture tailored to business needs
Always following a customer-centric approach, stc evolved their whole brand portfolio that consisted of many different brands, into a core monolithic architecture with an interdependent section dedicated exclusively for the B2B segment.
The monolithic approach perfectly links the core commercial brands with the master-brand in a unified way and applies a color-coding system to each one of the business descriptors, offering customers a clear perception of their diversified business units.
When it comes to the B2B segment, the business required a certain degree of independence from the main brand. That’s why their three main B2B brands, known as “Activators”, are differentiated, yet connected to the master-brand by applying the visual system to their identity uniquely and exclusively for each one of them.
The overall hybrid architecture approach aims to achieve a seamless brand experience by focusing on clarity and also keeping visual and strategic consistency within the whole portfolio.
Brand idea and the ‘slider’: “You make everything go forward”
stc’s new soul is summarized by the claim, “Everything’s going forward!” and is what inspired the renewal of the visual identity. The aim was to create a visual expression under a clear premise: enriching the stc brand’s visual vocabulary through a simple design system that operates as a single team, telling a powerful story.
The new stc speaks about the future and promotes seamless progress. But how can you imagine an idea of the future without repeating stereotypes? It was necessary to find a way to express the future in a simple, human and innovative way, creating a new metaphor that emanates from the brand strategy. The answer is expressed by a digital and human movement that transforms, discovers, activates, opens, facilitates and is omnipresent when people interact with screens: the “slider”. The power to go forward and change is – and always has been – at our fingertips.
This “slider” or “forward gesture” allows stc to express three superpowers: link (taking you from one positive point to an even better one), reveal (a window to new and endless possibilities) and transform (an agent that alters the environment).
It’s dynamic because it invites the user to act. It’s interactive because it is user-centric and doesn’t work without people at the core. It’s creative because it is a powerful tool that allows people to do things they couldn’t do before and shows them what’s yet to come.
Logotype. Building on the name.
The “slider” – as a continuous energy towards the future – works as the essence of the new stc visual identity. This energy is encapsulated in the new logo – specifically, the “slider” resource intervenes in a simple and iconic way on the “t”.
The logo no longer has a symbol nor needs one. The name becomes stc’s new symbol, moving from capital letters to lowercase to convey proximity while using a more youthful and more digital expression. Additionally, the descriptor that previously formed part of the logo has been eliminated so it transcends the meaning of its initials.
Fewer but more iconic elements, all telling the same story through the “slider”: “You make everything go forward!”.
Colors and typography. Building on the purple.
The new visual identity rests upon three main colors: a new, more vibrant and digital purple (the color that stc maintains, the color that people already identify with the brand and a color that communicates creativity, inspiration and imagination), “Air” white (representing clarity, light and simplicity) and coral (a highlight color that gives a more youthful touch to stc and transmits collaboration and energy).
Likewise, the font stc Forward has been developed, an ad hoc typography that encompasses the Latin and Arabic families and incorporates the history of the “slider” in its hyper-extended horizontal strokes.
What does stc sound like?
A brand is not about aesthetics, its aim is creating and owning experiences. That’s why music becomes a key element for a brand to transcend and become truly iconic. stc now has its own musical melody, with different versions that were recorded in the prestigious Abbey Road studios in London.
A strong new family of visual assets: imagery, illustration, iconography and more.
One system, one visual story
In order to enrich stc’s visual language, the photographic style is touched by the light of stc itself, with fewer elements and more contrasts, always including a sense of movement and the presence of the brand through color.
Furthermore, an iconographic and illustrative style has been created under the same premises to imagine a future for the region, reflecting its cultural reality (traditions, clothing and behaviors). A system of individual elements was designed that can be flexibly combined to create larger stories.
This is less a rebrand and more a rebirth. It is the unleashing of something powerful. New services beyond telecom (entertainment, fintech, insurance, apps and more) and new markets beyond the country of origin, KSA. A new name, a strong visual and verbal expression, a heroic personality and attitude that are finally aligned with this transcending transformation- from a local telco to a regional digital powerhouse.
Life is moving forward, the region is moving forward, technology is moving forward, and stc is definitely moving forward with excitement and limitlessness.