A Logo Design that Fits to a T?


Telecommunications logo design is important in the success of a business. Logo design is your chance to talk to your UK customer base, to tell them what sets your business apart from the competition. There are so many options in the UK and indeed in every developed nation that customers need to understand at a glance why you are the company for them. Unfortunately, many of the logos in this genre range from acceptable to downright atrocious.

Australian telecommunications logo design is no exception. However, as far as this industry goes, the Telstra logo design is not bad. It features the name of the company in round letters with just a hint of italicization. An elongated oval at the bottom adds a little interest. Outside of the loose tracking in the letters, the problem with this logo design is that it does not really communicate anything. It is simply a piece of clip art.

The Telstra logo design is being replaced with a new image, which is simply the T with the oval. This is certainly simpler and more versatile. As the company pointed out in their press release, it can (and will) be used in a much broader colour palette. Like the random geometric shape motif, the rainbow logo thing has been done repeatedly and no longer has a lot of meaning with modern audiences. In other words, the logo design looks better, but it has not solved the main issue, which is a lack of communication and resonance. Telstra is one of the largest telecommunications companies in Australia, offering a variety of services to millions of people, so this is a shortcoming on a huge scale. As the company points out, this mediocre logo design will be used in literally thousands of applications.

The new strapline will be ‘Welcome to life in full colour’, which at least ties into the new and expanded colour scheme. However, what people in the UK do not know is that Telstra is using this logo design to reposition the company in its market. They are currently known for decent telecommunications service but appalling customer support. The company is viewed as being very arrogant and caring little about its customers, especially in areas where it has a virtual monopoly on telecommunications service. This is a scenario that people in the UK can understand well.

The new logo design does little to address these issues. It does not feel less arrogant or more customer friendly. In fact, it has very little emotional value at all. It has no point. From what I hear from Australian friends, the company is making meaningful changes to its structure and its general corporate attitude in an attempt to maintain its customer base, which has an ever increasing number of options. However, the changes are just not communicated by this new logo design.

Abstract logos can be meaningful and even have more power than more direct ones, but the Telstra logo design is not among these. It is bland and promises customers more of the same.