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Madrid, Spain: Interbrand, the world’s largest brand consulting firm, has spearheaded the development of the strategic and creative rebrand for stc, the leading digital company in MENA.
Nancy Villanueva, Interbrand’s CEO Iberia & Middle East, states: “Interbrand is proud of developing stc’s brand, the best digital company in MENA region according to Forbes Magazine ranking”. She added: “The visual identity was designed to focus on simpler, bolder and more iconic elements that transmit a forward-thinking strategy and represent a unique and solid story. This is primarily achieved through a key visual we call the “slider”: ‘making everything move towards the future’.”
“This is not just a mere cosmetic change, but a complete cultural change which aims to further their digital innovation leadership,” Nancy Villanueva clarified.
The rebrand represents a pivotal change for the company which leads a digital transformation in Saudi Arabia and the region, aiming to unify the brand in all its markets (KSA, Bahrain and Kuwait) and establishing a consistent brand promise in all these markets.
The purpose transcends that of a traditional telco operator and instead connects to people’s real and growing needs: “Creating and bringing greater dimensions and richness to people’s personal and professional lives”. This is the ambition as it evolves its internal and external processes, as well as a corporate culture that highlights drive, devotion and dynamism.
The creative direction of the identity “Everything’s going forward!” is what inspired the visual identity that aims to trascend the telco category. The brand now speaks about the future and seamless progress. In order to express these concepts in a simple, human, youthful and innovative way, Interbrand created a metaphor that emanates from corporate brand strategy. The “slider” represents this digital and human movement that transforms, when people interact with screens.
The “slider” is the essence of the visual identity and is encapsulated in the current logo – specifically, the “slider” resource intervenes in a simple and iconic way in the “t”. The logo no longer has a symbol as the name itself becomes the symbol, moving from capital letters to lowercase conveying closeness and proximity creating a younger, modern and more digital expression.
The font stc Forward has been developed, an ad hoc typography that encompasses the Latin and Arabic families and incorporates the dynamics of the “slider” in its hyperextended horizontal strokes. Always with a sense of movement and it ask for you to interact with it. Allowing more engaging and iconic communication.
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About Interbrand
Interbrand has been the world’s leading brand consultancy, for over 40 years – having pioneered iconic work and forged many of the brand building tools that are now commonplace.
We know that in an age of unprecedented abundance of choice and speed of innovation, customers’ expectations are moving faster than businesses. While incremental change is still essential, it’s no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call them Iconic Moves.
In collaboration with many of the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Our highly influential Best Global Brands valuation and award-winning Brandchannel news site are resources to our clients and the industry, providing proprietary data for our role as client partner and commentator. We have published 18 books on brand. Through our own Academy, we aim to be the most accelerated learning environment in the marketing world.
Interbrand is part of The Brand Consulting Group of Omnicom Group Inc. (NYSE:OMC). For more information, please visit www.interbrand.com
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