TELE Interactive Virtual Identity (IVI™) * Parent Mark
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Client: Telecom Finland Oy (today Sonera)
Place: Helsinki, Finland
Year: 1996
Highlights:
TELE's main core competency is innovation both in technology and commercialisation, which distinguishes TELE from
its competitors. In applications such as ATM and mobile telephony TELE is a world leader (currently Sonera the Finnish Telco leader).
The proposed parent mark (symbol and logotype) is based on two main elements:
1. Visual Mark, based on:
a. Symbol, expressed through a dichotomy: Satellite dish - Human being.
The design of the TELE symbol is based on two geometric forms: ellipses and circles.
The two ellipses used connote, on one hand TELE's highÐtech denoting a satellite dish and on the other hand, a human figure denoting a head and embracing arms.
The four small circles inserted in the biggest ellipse connote dynamic communication.
b. Logotype, expressed by the word TELE and depicting the Earth's surface.
2. Sonic Mark.A distinctive sound that identifies TELE through the Parent Mark and each division through the submarks.
As the parent mark is used on screen (kinetic version) the segment of a circle connote the planet Earth's profile, as a metaphor of global and human communications.
On the other hand it connotes mobility (transition from the parent mark to one submark, e.g. mobile communications).
These different elements together denote a human being establishing communication. This idea is reinforced when the parent mark is used on screen with full-motion.
The
qualities and feelings that the parent mark projects are:
Integrity, Delightment, Novelty, Friendliness, Trustworthiness, Evolution, Improvement, Interaction and Dialogue.
The TELE symbol has been designed to work effectively together with the linguistic representation of the parent mark,
the logotype, or individually.
In order to create a unique character and identity for TELE the design of the logotype (especially designed for this company case on my MA thesis) was based on a sans serif upper-case typeface. I looked for a rhythmic contrast among the strokes by using two different lines' thickness.
The logotype reinforces corporate characteristics of the organisation: Innovation, High-Tech expertise, Service, Strength, Friendliness and Trust.
Integrated to the symbol it creates TELE's parent mark, representing both the Planet's surface and the structural base of the satellite dish.
Orange is the colour proposed for the Symbol. Such economy in the use
of colour makes the symbol suitable to any media, on screen or printed, and with
a low cost.
The keywords connoted by the psychology of the colour selected are:
Energy (The Sun), Innovation, Production, Life and Dynamics.
Blue is the colour proposed for the logo, which acts as a metaphoric representation of the characteristics of TELE.
Based on the psychology of colour, it projects: High-Tech, Novelty, Trust, Global (the Planet) and Friendly (the Sky). It also connotes Infinity, Perfection, Purity, Peace, Cleanliness, Coolness and Finland.
* © 1996-2006 Interactive Virtual Identity and IVI™ are Registered Trademarks owned exclusively by Federico García.
All Rights Reserved.