Brasil Telecom was the brand name adopted in April 2000 by Tele Centro Sul (TCS), one of Brazil’s three fixed-line telecommunications holding companies created after the privatization of the state-owned Telebrás system. The name was chosen from a package of 40 marks purchased from Telebrás at auction in 1999 for R$ 450,000, and the rebranding was timed to prepare the operator for national competition beginning in 2002.[1]
Design and History
The Brasil Telecom logo was created by Landor Associates of New York, with J. Walter Thompson-Rio responsible for brand planning and development.[1] The logo was launched publicly on April 14, 2000, during the Americas Telecom 2000 event at Riocentro in Rio de Janeiro. The date was chosen deliberately because 14 is the DDD area code of the operator’s home region.[2]
The mark was rendered in blue and green and was inspired by the visual language of the telephone.[3] The rebranding effort, including media, promotional campaigns, logo and customer communications, cost approximately R$ 15 million.[4]
The Brasil Telecom identity lasted nine years. Following Oi’s acquisition of the company, the Brasil Telecom logo was retired on May 17, 2009, when the Oi brand began replacing it across stores and advertising campaigns in the regions formerly served by Brasil Telecom.[5] The transition was phased, with Oi products gradually replacing Brasil Telecom offerings through September 2009.[6]
Meaning and Symbolism
According to company statements at the launch, the blue and green logo was inspired by the visual language of the telephone, tying the abstract symbol directly to the telecommunications business.[3] The rebranding itself was intended to sell “the strength of the name Brasil” and to reinforce the company’s identity with customers as a unified national operator.[2]
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