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

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email