KPN
Client
KPN, market leader on the Dutch telecom/internet market.
Project
Studio Dumbar has been in charge of KPN’s brand design for over 27 years. In 2006 we were once again chosen to do a complete rebranding of KPN, which is currently evolving into an IP-based multimedia organisation.
Outcome
Studio Dumbar introduced their concept of visual branding to KPN, bringing an integrated design approach to all relevant areas: fleet marking, signage, guidelines for all marketing and corporate communication items, internet tools, but also packaging and retail design. Design became a tool for KPN’s business and brand strategy, a challenging task, given the extensive and dynamic nature of this client’s brand portfolio. Studio Dumbar’s involvement stretched as far as developing several sub-brands or endorsed brands.
Studio Dumbar created a strong new ‘face’ for KPN, maintaining some references to the heritage of the brand. The result is a clear case of visual branding: expanding and integrating the new brand strategy to all identity carriers and communication tools.