Mobilicity was a Canadian wireless carrier that launched in 2010 under the name Data & Audio-Visual Enterprises Wireless Inc., commonly known as DAVE Wireless. The company unveiled its Mobilicity brand on February 1, 2010, combining “mobile” and “simplicity” in the new name, and introduced a fuchsia and lime green logo at the same event.[1][2]
Design and History
The corporate identity for Mobilicity was created by Verse Group, a brand identity firm, and was revealed at the offices of Dentsu, Mobilicity’s agency of record.[1] Verse Group worked closely with the Mobilicity team, formerly DAVE Wireless, in creating the company’s brand story, name and visual identity.[3]
The logo’s design was described in the Canadian Intellectual Property Office trademark records with figurative elements including bubbles, ellipses, two circles or ellipses one inside the other, and circles or ellipses containing one or more letters.[4]
Mobilicity’s vice-president of marketing, Sara Moore, said at the launch: “Mobilicity will stand for a simple, straightforward, customer-friendly way of doing business. Our clean brand design and crisp colours clearly convey that.”[1]
In July 2011, Mobilicity introduced a rebrand that included a new tagline, “Now that’s smart,” and two alien mascot characters called Spokesaliens, developed by Toronto advertising agency Sharpe Blackmore Euro RSCG. The mascots were decked out in the company’s magenta and green colours.[5] The company described the effort as building upon its foundation of providing value, simplicity and honesty, as well as its signature magenta and green colours.[6]
Meaning and Symbolism
The name Mobilicity was chosen because it incorporates “simplicity for city-based customers.”[7] The company’s CEO, Dave Dobbin, explained that the magenta and green colour scheme was selected because all other major colours were already taken by competitors: Rogers used red, Bell used blue, Telus used purple, Wind used orange and blue, and Public Mobile used orange. Dobbin noted that pink “definitely stands right out” among the logos in the Canadian wireless market.[8]
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