Koodo is a Canadian mobile and internet brand launched by Telus in March 2008 as a flanker brand aimed at value-conscious customers. Its current visual identity, introduced in April 2015, centers on a stylized wordmark in which the double “o” letters form the eyes of a smiling face, paired with the tagline “Choose Happy.”
Design and History
Telus launched Koodo Mobile on March 17, 2008, in Canada. The brand initially came to market with a 1980s retro theme featuring dancers in neon spandex, and its early marketing included the character El Tabador, a wrestler figure. The original visual identity used a colour palette of black, orange and pink. [1]
In April 2015, Koodo underwent a brand overhaul. The new identity replaced the earlier palette with various shades of yellow and blue, and introduced the trademarked tagline “Choose Happy.” The redesigned logo features the word “Koodo” in a stylized font, with the double “o” letters stylized to look like smiling eyes. The left “o” incorporates a smaller circle to resemble a wink, and a curved, smiling mouth is depicted below the eyes. [2] [3]
The “Choose Happy” platform was developed by Toronto agency Camp Jefferson, which pitched the message positioning the brand as a source of happiness in an otherwise frustrating mobile world. [4] The brand refresh launched with an extensive design system built around a modular blend of animated type, GIFs, stop motion and animation, applied across ads, channel branding and video content. [5]
Koodo relaunched its website with the new branding and plans in April 2015, and the “Choose Happy” tagline was prominently featured in a new commercial released by the company. [6]
Meaning and Symbolism
The smiley face formed by the double “o” letters directly expresses the brand’s “Choose Happy” positioning. The visual device turns the brand name itself into a cheerful face, reinforcing the message that choosing Koodo is associated with happiness. The “Choose Happy” platform, launched in 2015, was built around bright colours and happy imagery to remind consumers of Koodo’s commitment to spreading joy. [7]
The shift to yellow and blue shades in 2015 replaced the earlier black, orange and pink palette, giving the brand a lighter, more modern look. [1]
Typography and Design
The Koodo trademark application describes the mark as consisting of the word “Koodo” in a stylized font, with the double “o” letters forming smiling eyes and a curved mouth depicted below. The left “o” includes a smaller circle to resemble a wink. [3] The design system created for the 2015 rebrand was recognized with an Applied Arts 2016 award for its extensive brand platform work. [5]
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