The fusion of the British branches of Orange and Deutsche Telekom into Everything Everywhere, a primary mobile network operator in Great Britain, led to the need for a new Brand Image. At first, Royalties focused its search on the transition for the 28 million customers: it was essential that the message from the two parties endorsed this new brand, “EE”.
As soon as this confidence was gained, they would need to find their individuality. A first project aimed to inspire dynamism and growth. The second recognised the seriousness of the demand for having “everything everywhere”through a simple and modern logo, appropriate language, useful visuals, a solid and calm font... All of these aspects were show with several colours to illustrate the diversity of everyone who identifies with this telecommunications approach.