The Orange Group is launching a new brand signature and adjusting its communications territory to better reflect its commitment to being a trusted player, present for its customers at every stage of their journey and in all circumstances. This new approach underlines the importance given by the Group to the quality of customer relations and the satisfaction of their needs. It also highlights the commitment of the women and men of Orange.
A new brand expression to meet the challenges of the telecommunications sector and support the deployment of the “Lead the Future” plan
. In a rapidly changing telecommunications sector, Orange is faced with several challenges, notably that of better promoting the excellence of its networks and services, to further strengthen customer satisfaction and thus stand out from new entrants. In this context, the brand is of paramount importance. It allows Orange products and services to be differentiated from those of the competition. It defines the identity and promise of the company to its customers and employees, across borders and activities.
A new brand expression, worked with our partner Publicis
Courant 2023, Orange has opened a reflection on its brand expression. Aware of the importance of this approach, the Group set up a rigorous call for tenders process, in which several agencies were invited to participate. After a careful evaluation of the proposals, Publicis Conseil was chosen to support Orange in this project to evolve the signature and the communication territory for the Orange brand. They were revealed on January 8, 2024 to Group employees.
A new brand signature: Orange is here
This signature strongly expresses Orange’s commitment to being a trusted player, present for its customers, at every stage of their journey and in all circumstances. She speaks of the quality of Orange’s network and customer experience, as well as the total commitment of the women and men of Orange to customers. It also expresses the Group’s determination to offer its customers ever more adapted and innovative solutions, offering real added value, and this, at the best price. This signature is simple, close and spoken, resonating with the daily lives of our customers.
A new communication territory
The new brand signature is part of an innovative communication territory, which supports: all of our offers and services, whether aimed at individuals, professionals or businesses; all our markets, both in France and internationally. This new territory of communication is distinguished by a concrete style of expression anchored in reality. It highlights the solutions offered by Orange, as well as the Group’s employees, who work hard every day to offer the best service. It also strives to provide concrete proof of our commitment and the value provided to our customers.
Caroline Guillaumin, Orange Executive Director of Communications, declares: “ Orange is here. These three words reflect the brand identity that we wish to embody at Orange. Three words that endorse the Group’s audacity and commitment to greater proximity, accessibility, and simplicity. Three words that will be embodied by all employees. Three words which symbolize Orange’s desire to remain close to its customers while continuing to surpass itself. The Orange brand, with 30 years of existence, is looking to the future with confidence and determination.”