The Orange brand is evolving: a brand that puts what is essential for customers at the heart of the Group’s ambitions.

The Orange brand is evolving to serve the Group’s new ambition, which is focused on customer experience; Orange wants to be an essential and useful player in people’s lives by strengthening its ties with customers and concentrating on what is essential for each person.

Created in 1994 in a pre-digital world, the Orange brand is now present in 29 countries serving 244 million customers. Orange wants to reinforce the 20-year success of the brand by giving it a new expression.

In the 21st century a brand is not just a colour or the shape of its logo, it is not just ‘what it says about itself’ in advertising campaigns. A brand is built out of experience, out of the sum of all the little daily interactions that it has with its customers, both actual and virtual. As the digital revolution sweeps across our society, bringing new uses and services almost every day, the Orange brand wants to create a unique, useful experience to connect its customers with what is essential in their lives.

The new role of the Orange brand, “always in touch to connect what’s essential in your life”, guides all of the Group’s actions and inspires its internal culture: listening and responding by going straight to what is essential. A campaign has been launched in the Grand Duchy to reflect the evolution of this brand identity; above all, it is marked by an internal approach that puts what is essential to the customer at the heart of the Group’s concerns.

A brand identity centred on what is essential to the customer
 
Studies carried out in 2014 across the Orange Group’s footprint identified six essential themes in the lives of its customers. Orange’s offers, products and services revolve around these themes, which are common to all countries.

The logo, whose unique, meaningful design is recognisable all over the world, will not be changed. Instead, Orange is introducing a new way of communicating and shows that it is always listening to what really counts for its customers through a system of frames and pop-outs representing customer needs and Orange’s response to those needs.

Other changes to the Orange brand identity include:

- The photo style is evolving to tell stories about what is essential to the customer.
- the existing colour palette has been supplemented with five new colours: blue, yellow, violet, green and pink.
- the typography has not changed but is clearer and more imposing.
- the illustration style has been refined and made more graphic.

In 2014, according to Millward Brown, the Orange brand had an estimated USD 15.58 billion, ranking it 62nd among global brands and 7th in the telecommunications sector.

“This new campaign and the evolution of our Orange brand are responses to the expectations of our customers. The digital revolution is in full swing and it is completely changing our approach to the world. Our customers now aspire to something new, they’re looking for simple and really useful solutions, allowing them access to greater autonomy, comfort and freedom along with total security. They have fresh expectations: a need for seamless connectivity, a request for a high level of customisation and, at the same time, a demand for value for money. Our own essentials are all the same but we live them differently. At Orange, our role is to connect you with them” stated Werner DeLaet, CEO of Orange Luxembourg SA.