A brand new KPN
21-03-2006
The world of telephony, internet and television is poised to undergo enormous and vital changes, completely altering the face of the telecommunications market. Everything will soon be IP-driven; in other words, via internet.
KPN has thoroughly prepared itself for these future changes. The necessary innovation conceived and developed by its departments of marketing and corporate communication is state-of-the-art. To bring about these changes, comprehensive research was conducted to reveal how the market is currently perceived. A new brand strategy was developed based on these research findings. The strategy was then translated into a new marketing communication concept – and a new visual identity. Following a creative competition, Studio Dumbar – once again – won the commission to bring KPN’s new identity to life. A test market was assembled and a number of creative concepts were pre-tested.
The result is a new visual identity that elicits the kind of tried-and-true confidence KPN is known and respected for, and that clearly gives the innovative and dynamic qualities the brand is known for a sound future orientation.
The style was created within an unprecedently short period of time and has been applied across the board: graphic design, interactive design, and 3-D design.
