Scarlet is a Belgian telecommunications brand offering fixed telephony, digital television, fixed internet connections and mobile subscriptions for private consumers. Founded in the Netherlands in 1992, the brand was acquired by Belgacom (now Proximus Group) in 2008 and continues to operate as a separate brand within the group. [1] [2]
Design and History
Scarlet’s visual identity is documented through brand asset databases that record its current logo and color palette. The brand’s primary color is listed as a red tone with the hex code #EF3E34, named “Pomegranate” in the Brandfetch color reference. A secondary color, a pastel green (#8CD778), is also associated with the brand. [3]
In 2013, Scarlet was facing stagnating growth and running at a loss due to high customer acquisition costs and a non-existent brand positioning. The company and its agency, BBDO Belgium, undertook a strategic repositioning that included building a coherent and consistent communication style with a clear visual identity. This effort was part of a broader shift toward an online sales channel strategy. The campaign, which positioned Scarlet as a no-frills low-cost player, earned a Bronze Effie award in Belgium in 2017. [4]
When Belgacom rebranded its main operations under the Proximus banner in 2014, Scarlet was explicitly named among the group’s brands that would continue to exist without being impacted by the change. This confirms that Scarlet retained its own distinct identity rather than being absorbed into the Proximus visual system. [2]
Meaning and Symbolism
Documented sources do not provide an official explanation of the symbolism behind Scarlet’s logo or its color choices. The brand’s positioning, as described in its Effie award case study, emphasizes a no-nonsense, slightly rebellious tone of voice and a clear visual identity that differentiates it from other telecom providers. The brand deliberately treats telecom as a commodity, asking why consumers would pay more. [4] Beyond this documented strategic context, no official statement about the meaning of specific logo elements or colors is available in the research sources.
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