Identity Designed is a showcase of brand identity projects from around the world.

MyCall

Contributed by Rodney Boot of Oslo-based Brandlab.

MyCall brand identity design

From Lebara to MyCall

Lebara was established in 2001 by Ratheesan Yoganathan, Leon Rasiah and Baskaran Kandiah, with the idea to build a telecommunications company that would make it easier for Norway’s multicultural society to keep in touch with their family and friends “back home.” The main focus was to provide easily accessible and cheap international phone calls from Norway.

After being bought up by Tele2, Lebara Norway successfully changed their brand identity with the help of NameAbrand and Brandlab Oslo.

New brand identity – same focus

Several reasons indicated that it was time to change their name, as they wanted to strengthen the company’s position in the market. After an extensive naming process Lebara Norway decided to change their name to MyCall. The new name was easier to remember, more descriptive, and more personal for the customers.

MyCall brand identity design

One important requirement from MyCall was to keep their existing values — diversity, enthusiasm, connectivity and closeness. Brandlab kept these values in mind throughout the process, which proved to be rather useful in getting to the right design conclusions along the way. Another vital requirement was to maintain Lebara’s visible blue colour. This was especially important during the transitioning period where it was most likely that existing customers would leave the network.

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

Solution

The MyCall logo was strongly influenced by the simple phone and app button that people instantly recognise and associate with. This direction strengthened MyCall’s position and the recognition as being a telecommunications company, which it didn’t have under the Lebara name.

MyCall logo

MyCall brand identity design

Early on in the process, Brandlab noticed that people generally feel that our world has become more connected and accessible. As a result, the payoff “It’s a small world” was born, which influenced all the elements of the brand. Apart from being a suitable expression it also communicates that people across the world aren’t further away than an easily connectible phone call.

All aspects of the new brand identity – from the colour palette to the fonts – were designed to portray a friendly, happy and personal look and feel. An extensive icon collection was created, which can either be used alone or arranged into various shapes like the world map; signature buildings; speech bubbles and so on.

MyCall map

MyCall brand identity design

The photo style portrays the cultural diversity of MyCall’s customers, communicating to a wide range of people with connections both in or outside of Norway.

Brandlab also created the launch campaign “I like it!” which literally took over most of Oslo and other major cities in Norway. The concept for the campaign was straightforward – asking people what they thought about the new name and logo. The aim was to get everyone’s attention, and generate a positive response to the change. A diverse group of models with different nationalities were selected for the photo shoot, amongst them Norway’s fastest female runner Ezinne Okparaebo. Trams, busses, billboards, posters and web banners were used to spread the message.

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

MyCall brand identity design

View more brand identity designs on the Brandlab website. Follow Brandlab on Twitter.

9 much appreciated comments about “MyCall”

  1. This is impressive work on all levels. But as a matter of taste, could we have any more rounded corners, rounded fonts, pastel colors and happy and diverse sets of people? I understand that the client probably wanted this but it undermines the credibility of the campaign for me.

  2. Christian what do you mean by credibility? To me, these elements make the brand feel cohesive, and you’re right they certainly portray the characteristics that the company wanted.

  3. Is it just me, or does this look weirdly familiar to Skype, in regards to color, rounded logotype, flat visual vocabulary, white iconography on blue or rainbow backgrounds, even white outlined clouds for print? Search for “Skype how we look” brand guidelines, or here’s a random Slideshare doc: http://www.slideshare.net/101ayman/skype-corporate-identity-how-do-we-look

  4. Josh, the branding is cohesive but it conveys a softness that I think moves it too close to a branding for a detergent, day care center or product for children. I’m by no means a tough guy but I can’t identify with this softness for something as a phone that stays with me in most aspects of my life. I would have liked a more authentic image of the world used in the branding.

  5. Oh I understand what you’re saying. It has some similar characteristics but I get more simplicity than softness. If anything it reminds me more of the Intel branding.

  6. For me, the application of the logo on the different media is great, only I think that the logo itself does not really stand out and some of the sketches shown would have had a lot more potential for a unique identity.

  7. Wow, there are some nice and, imho, better options designed in the process.

  8. I agree with plamen and Benedikt, the logo doesn’t stand out and feels a bit expected. Some of the other logos they had in their initial sketches felt much fresher and more modern, and in my opinion would have matched the rest of the brand nicer. There seems to be a disconnect between the two, as if they weren’t designed together.

  9. First the logo is great.
    Something that I really like about this post is that you included not only the sketches of your process but also the other options of the logo as well. Its something that you don’t always see with posts and articles involving brand projects.
    I also have to disagree with Christian about the branding seeming like that of a detergent, day care center and such. I think that everything fits together and has the air of being a telecommunications service and a modern one at that.

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