A new brand expression to tackle the challenges of the telecommunications industry and support the deployment of the plan “Lead the Future”
In a fast-changing telecommunications industry, Orange faces various challenges including better promoting the excellence of its networks and services, further strengthening customer satisfaction and thus standing out from new entrants. In this context, branding plays a crucial role. It helps Orange products and services to stand out from the competition. It defines the company’s identity and pledge towards its customers and collaborators, transcending borders and activities.
A new brand expression, devised with our partner Publicis
During 2023, Orange has opened a discussion on his brand expression. Mindful of the importance of this project, the Group has implemented a meticulous tendering process, with several agencies invited to take part. Following a careful evaluation of the proposals, Publicis Conseil was chosen to support Orange in this project to evolve the signature and the communication territory for the Orange brand. They were revealed to Group employees on January 8, 2024.
A new brand signature: Orange is here
This signature sends a clear message regarding Orange’s commitment to be a trusted operator, there for its customers, at each step of their journey and in any circumstances. It reflects the quality of the network and customer experience at Orange, as well as the complete dedication shown by Orange’s men and women towards its customers. It also demonstrates the Group's determination to offer solutions to its customers that are increasingly adapted and innovative, offering real added value - and at the best price. This signature is simple, friendly and informal, in keeping with our customers’ everyday lives.
A new communication concept
The new brand signature is part of an innovative communication concept, which supports: all our offers and services, whether aimed at individuals, professionals or businesses; all our markets, both in France and abroad. This new communication concept stands out for its tangible style rooted in reality. It showcases the solutions proposed by Orange, as well as Group employees, who work hard every day to offer the best service. It also aims to give specific examples of our commitment and the value offered to our customers.
Caroline Guillaumin, Executive Director of Group Communications at Orange, said: “Orange is here. These three words reflect the brand identity that we want to portray at Orange. Three words that support the Group’s bold and dedicated approach to be closer, more accessible and simpler. Three words that will be embodied by all employees. Three words that symbolize Orange’s desire to remain close to its customers whilst continuing to stand out. Orange, with 30 years of existence, is looking to the future with confidence and determination”
