OnMobile Global Limited is an India-based mobile gaming and entertainment company headquartered in Bangalore, with operations in over 50 countries.[1] The company was incubated within Infosys in 2000 and was formerly known as OnMobile Asia Pacific Private Limited before changing its name to OnMobile Global Limited in August 2007.[2][3]
Design and History
OnMobile’s corporate identity has undergone at least one documented visual change. In 2013, the company announced a deal with MTN while using a new logo, indicating a refresh around that period.[4] A trademark filing from that era describes a mark consisting of “a circle with an arrow coming out of it and pointing to the upper-right, followed by the term ‘ONMOBILE’.”[5]
In October 2016, OnMobile unveiled a new consumer-facing brand identity called ONMO, developed in concert with the branding agency Brand Union.[2][6] The rebranding accompanied a strategic shift from business-to-business services toward direct-to-consumer offerings.[7] The company had been working toward this change for over two years prior to the launch.[7]
The ONMO brand identity received recognition at the Transform Awards North America 2017, winning five awards including Best Overall Visual Identity, along with two Golds for Best Naming Strategy and Best Visual Identity in the Technology, Media and Telecommunications sector.[8] The awards jury recognized ONMO for “bringing a revitalized identity to the telecom landscape through a fusion of energetic audio and visual elements.”[9]
In 2021, OnMobile appointed Lowe Lintas Bangalore as the creative agency for ONMO, its mobile cloud-gaming platform. The agency’s mandate included creating positioning, guidelines and assets for the brand.[10][11]
Meaning and Symbolism
Documented symbolism for the OnMobile corporate logo is limited. The 2013-era trademark filing describes the mark as featuring a circle with an arrow pointing to the upper-right, followed by the wordmark “ONMOBILE.”[5] The ONMO consumer brand was recognized for combining “energetic audio and visual elements” in its identity, reflecting the company’s sound-based communication focus.[9]
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