Cellnex Telecom is a Spanish wireless telecommunications infrastructure operator headquartered in Barcelona. The company was created in 2015 when Abertis Telecom Terrestre, the telecommunications subsidiary of Abertis, was renamed and launched as an independent business ahead of a possible stock market listing.[1] Its corporate identity, introduced with the new name, centers on the Cellnex brand and the slogan “driving telecom connectivity.”[1]
Design and History
The Cellnex identity was unveiled in March 2015, when Abertis Telecom Terrestre announced it would operate as Cellnex Telecom, S.A. from 1 April of that year.[1] The new name and brand were presented as part of preparations for a potential IPO, which had been announced in October 2014 within Abertis’s 2015-2017 strategic plan.[1] The company described the new name and mark as symbolizing the start of a new phase of growth and internationalization.[1]
According to the company’s corporate identity manual, the graphic of the brand, sign and logo, together with the naming, are the visual and verbal expression of connectivity and radio broadcasting, concepts central to Cellnex’s activity.[2] The identity sign’s graphic evokes the concept of emission through waves.[2]
Cellnex has extended its corporate image to acquired companies across Europe. In July 2020, Portuguese operator OMTEL announced it was adopting the Cellnex corporate image, a move the company said was aligned with Cellnex’s creative and visual identity as implemented in other European countries where it operates.[3]
Meaning and Symbolism
The Cellnex identity sign is built around the concept of emission through waves, reflecting the company’s telecommunications infrastructure business.[2] The Spanish trademark registration for a related Cellnex figurative mark classifies its graphic elements under the Vienna classification code for “sets of lines evoking sounds or electromagnetic waves,” confirming the wave-based visual concept.[4]
The colors established for the identity signs are grey (Pantone 7545 C), green (Pantone 369 C) and turquoise (Pantone 320 C).[2] These same three Pantone colors are claimed in the Spanish trademark registrations filed by Cellnex Telecom for its figurative marks.[4]
Typography and Design
The corporate identity manual specifies Klint Pro as the general purpose corporate typography for the Cellnex brand.[5] The manual also documents the graphic construction of the identity sign on a modular grid.[2]
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