Tesco Mobile has unveiled a brand redesign that it says looks to align it more closely with the wider Tesco family. The new brand look and feel includes a refreshed logo and the use of bold brand colours and energetic visuals.
Rachel Swift, recently appointed Tesco Mobile CMO, said, “From research we know the changes we’ve made have had a positive impact on how our brand is perceived, with more people than ever saying our new look and feels signposts quality and expertise. We’re proud to share our brand redesign, which takes us on to the next chapter of the Tesco Mobile story. Our new identity embodies our values and visually reinforces our position as part of the Tesco family.”
Tesco Mobile says the redesign brings the brand expression more explicitly in line with the Tesco family while reflecting Tesco Mobile’s positioning within the telecommunications market. It looks to communicate and reinforce Tesco Mobile’s values of ‘quality’, ‘expert’ and ‘helpful’.
The new brand expression retains the distinctive look and feel of the Tesco Mobile brand, including the familiar pulse icon – although this has been given a makeover. Flipping its orientation to signal connectivity, the three dots from the pulse form the heart of how the new brand is expressed across different touchpoints. New bold and instantly recognisable colourways align more closely with the Tesco Brand portfolio.