Cable & Wireless hires Elmwood to create new identity

LONDON - Global telecommunications brand Cable & Wireless Communications has unveiled a new brand identity, following its demerger from Cable & Wireless Worldwide.

New identity: the Cable & Wireless Communications logo
New identity: the Cable & Wireless Communications logo

The two businesses split last week, listing as separate companies on the London Stock Exchange, with the Worldwide division set to focus on corporate telecoms services.

Cable & Wireless Communications, which owns 38 telecoms businesses across the world, hired branding agency Elmwood to create an identity for the new company, moving away from the traditional globe icon.

The new three-dimensional logo features cables forming the shape of the ampersand in the brand's name. Elmwood has also created a new company website, brand guidelines and tone of voice.

"Cable & Wireless is a globally recognised brand, built up over several generations," said brand and communications director Lachlan Johnston. "Our challenge was to ensure Cable & Wireless Communications maintained the value and reputation of this brand following demerger."

Elliot Wilson, managing director at Elmwood, added: "It was a privilege to work on such an iconic brand. Elmwood had a duty of trust to uphold the history and heritage of the brand, while creating the next generation of mark and identity for them."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Jazz FM's Richard Wheatly dies aged 69

Jazz FM's Richard Wheatly dies aged 69

Richard Wheatly, the Jazz FM chairman who died last week, was a "maverick" driven by an "entrepreneurial passion and a deep love of jazz".

Share
Vice partners with Mind for 'empowering' mental health guide

Vice partners with Mind for 'empowering' mental health guide

Vice has partnered with the charity Mind to launch The Vice Guide to Mental Health.

Share
Labour Party winning social media election battle

Labour Party winning social media election battle

The Labour Party is winning the social media election battle with its policymakers broadcast nearly double the number of posts as Conservatives, according to new analysis by social media monitoring platform, Yatterbox.

Share

Get news by email