Superloop is an Australian telecommunications company and internet service provider founded in 2014 by Bevan Slattery, when he spun off dark fibre infrastructure assets from his Megaport business.[1] The company is ASX-listed and headquartered in Sydney.[2]
Design and History
Superloop underwent a significant rebrand in early 2023. The company launched a new logo and a completely refreshed website in February 2023, alongside new product offerings.[3] The new identity was described by Superloop’s CEO Paul Tyler as part of taking the brand “to the next level” and providing “a strong platform for further customer acquisition.”[4]
At the company’s November 2023 Annual General Meeting, Superloop confirmed it had “launched the new Superloop brand” during the year, describing it as “a vibrant new look, new logo, and new commitment to customers.”[5]
The rebrand was followed in April 2023 by the company’s first major advertising campaign, “Refresh Your Internet,” developed by advertising agency Leo Burnett, which had been appointed to the account after a competitive pitch the previous year.[6] The campaign marked the first work under the new Superloop brand.[4]
Meaning and Symbolism
Leo Burnett’s creative team stated they set out “to create a brand that is ‘of the internet’,” leaning into “a design aesthetic that feels at home online.”[6] The brand positioning, “Refresh Your Internet,” was designed to prompt Australians “to reframe the way they think, choose and interact with their ISP.”[7]
Superloop’s investor materials describe the company’s purpose as to “unleash the unlimited possibilities of the internet,” a phrase echoed in its brand communications.[8]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
