Telus is one of Canada’s leading telecommunications companies, providing a full range of wireless, data, and communications services for Canadians at home, work, and on the move.
Operating under two brands, AGT and Ed Tel, each marketed a fragmented mix of branded products that hindered a clear, customer-focused image. The company adopted a masterbrand strategy featuring a single brand, Telus, to support an image with a tradition of innovation, and a customer-friendly attitude.
Telus unveiled a new brand signature, a dynamic “T” symbol to convey an energetic, responsive and progressive spirit.
A new visual system was developed to unify a range of brand communications, while complete graphic standards ensure proper application of the program.
A massive implementation effort was required to launch the identity across all customer touchpoints, including vehicles, signs, equipment and all forms of printed materials.
Deliverables: Logo, visual system, print communications, signage, vehicles, identity guidelines.
Project role: Senior Designer. Developed at Lippincott.