Jazztel is a Spanish telecommunications brand owned by Orange, offering fixed, mobile and convergent services in Spain [1]. The company was founded in 1998 and was acquired by Orange in 2016 [2]. Its visual identity underwent a major overhaul in October 2017, described as the largest brand change in the company’s nearly 20-year history [2].
Design and History
In October 2017, Jazztel presented a complete redesign of its corporate image alongside the launch of new tariffs and a repositioning in the market [3]. The company stated the change was intended to “reinforce its differentiation and boost its growth in the dynamic Spanish telecommunications market” [3]. The launch coincided with the introduction of a new à la carte service and a new brand called “WoW” [4].
The redesign marked a clear departure from the previous identity. Jazztel abandoned its former uppercase lettering and switched to lowercase, and replaced its characteristic orange tone with yellow [5]. The new logo also introduced the brand slogan “wow” in pink, displayed at the lower right of the wordmark [2].
The orange color had previously been a point of contention between Jazztel and Orange. In 2014, Spain’s Supreme Court ruled against Orange’s attempt to register an exclusive trademark consisting of an orange square, after Jazztel challenged the exclusivity on the grounds that colors are of general interest [6].
Typography and Design
The 2017 logo was designed using the Gotham typeface, which became the new corporate typography [2]. The new wordmark was described as having more modern lines compared to the previous design [7]. The new identity drew some criticism for its resemblance to the Alcatel logo [5]. The designer or agency responsible for the 2017 rebrand has not been publicly disclosed.
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