Optus is an Australian telecommunications brand and a subsidiary of Singtel, operating as the country’s second-largest telecommunications provider. The company’s name derives from the Latin verb “optare,” meaning “choice,” a reference to its founding role as a challenger offering consumer choice in a previously monopolised market. [1]
Design and History
Optus introduced its “yes” brand slogan in 1992, emphasising a positive attitude and emotional connection with consumers. [2] The slogan became a defining element of the brand’s identity for more than two decades.
In June 2013, Optus underwent a major rebrand led by Sydney-based studio Re, part of the M&C Saatchi Group. Re was commissioned to create a brand new identity for the company, with the aim of building greater positivity, optimism and emotional connection with customers. [3] The 2013 identity presented the “yes” slogan inside a speech bubble and introduced a yellow mascot character named Ollie, created by illustrator Marco Palmieri. [4] Re’s creative director Jason Little and designer Alex Creamer led the project, with a bespoke typeface created with French typographer Mathieu Réguer. [3]
In 2016, Optus again turned to Re for a new identity. The speech bubble logo was deemed unsuitable for the company’s evolving strategy, and Optus sought a more mature and neutral brand. [2] The 2016 redesign introduced a minimalist logo consisting solely of a wordmark in uppercase letters rendered in a calm, medium-dark teal tone, with no additional colours or graphic elements. [5]
As part of the 2016 identity, Re decoupled “Yes” from the Optus logo, creating it as a standalone mark representing the voice of the customer. The “Yes” mark was rendered as a hand-drawn script, serving as the customer’s enthusiastic response when Optus delivers “Yes Moments.” [6] The word “Yes” was also adopted as a naming prefix for Optus products and services, such as Yes TV and Yes Crowd. [2]
Meaning and Symbolism
The “yes” slogan has been central to Optus branding since 1992, when it was introduced to emphasise the company’s positive attitude and its commitment to attentive customer service. [2] In the 2016 identity, the standalone “Yes” mark was given a more defined role: it represents the voice of the customer, the response when Optus makes positive customer experiences happen. [6]
Typography and Design
For the 2013 rebrand, Re created a bespoke hand-drawn headline typeface for Optus, developed over roughly two months with French typographer Mathieu Réguer. [3] The 2013 identity also introduced a refreshed colour palette. While Optus retained its recognisable yellow and dark blue, Re introduced a more vibrant teal to bridge the gap between the old look and the new. [3] The 2016 wordmark continued in a teal tone, described as a calm, medium-dark turquoise. [5]
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