Moving Brands has unveiled an extensive rebrand for VimpleCom, now called Veon, the world’s seventh largest telecommunications company used by a staggering 10% of the global population. As part of the company realigning itself as a tech business, the creative agency was brought in to work on rebranding everything from its logo and identity to the UI across its website and app.
The identity hinges on a large ‘V’ icon. The shape of this letterform inspired Moving Brands to apply a visual system of triangular shapes that overlays imagery and structures layouts, and is used in other applications, such as interiors. In most cases the V symbol is used at a large scale on a simple layout, which the agency says is intended to convey confidence. It can also be used universally as it works across different cultures and alphabets.
Moving Brands used a bright, mustard yellow brand colour drawn from the previous logo’s striped black and yellow design, and chose the typeface Hero New for its clarity and pared-back aesthetic, in keeping with its “light” and “vibrant” branding.
The project also involved Moving Brands developing a brand toolkit for the company’s various territories around the world.