Neotel Full brand creation

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For decades, the South African telecommunications environment has been dominated by one player, creating a substantial gap in the market for a new player that could take on the Telkom monopoly and offer consumers the gift of choice. The good news is, following the award of an operating license for a fixed line national operator to local company SNO Telecommunications (+ Tata Group - strategic shareholder), we were asked to develop a viable strategy to take the brand to market.

The client’s aim was to launch a world-class telecommunication service that answers consumer needs through considered technology. We dissected the market by analysing opportunity and business offerings to create a credible and competitive brand platform. This helped us identify a differentiated and compelling market position that the business could deliver on. We then formulated a new visual identity and language with a uniquely South African flavour, representing the promise of a brighter and better future for the country.

Because this was a project for a brand-new identity, we began with developing the Strategy and Identity of this much-anticipated and prominent player in the South African telecommunications market.

Founded on the brand muscles of responsiveness, pragmatism, freshness and involvement, this brand conveys real solutions and infinite possibility. The brand name, "Neo", has resonance and relevance in both classical English as well as African language. It means something new in English, “the gift of a young one” in Setswana and "a holy or revered gift" in Sotho. These meanings combine to represent infinite hope in the future.

Connecting the dots

The primary identity is composed of two points connected by the energy of communication. These "points" could represent people, places, ideas, even business opportunities. But overall, the symbol stands for Connectivity. Communication. Possibility.

This uniquely South African symbol draws from a warm, rich palette and resonates with the exuberance of a South African sunrise. The dawn of something new. Ultimately optimistic, the symbol is reflective of a future of hope. The activated orange creates a dynamic plane of colour in which the identity lives and advances. This creates the impression of the symbol living on, and beyond the page, advancing towards the customer. This upward, dynamic movement suggests aspiring to new heights.

This highly anticipated player in the telecommunications arena launched to the business sector on August 31. Speaking at the event, Minister of Communications Dr Ivy Matsepe Casaburri said: "We are inspired by the launch of Neotel, noting that we have indeed entered the "Age of Hope" referred to by the President in his State of the Nation Address. We believe that the combined intellectual capacity and expertise of Neotel shareholders and management will help to bring the benefits of the Information Society to our businesses and to our people."

Neotel will be launching to the public early next year and so it's too soon to tell. We're currrently working on the design of their exciting retail face. And from all reports so far, the future is looking very bright indeed.