VEON Ltd. is a Netherlands-based digital operator and telecommunications holding company, formerly known as VimpelCom Ltd. The company announced its rebranding to VEON on 27 February 2017, coinciding with its reinvention from a traditional telecom into a global tech company. The new name was approved by shareholders on 30 March 2017, and VEON began trading on Euronext Amsterdam on 4 April 2017. [1] [2]
Design and History
The VEON identity was created by the brand design agency Moving Brands, which was brought in to rebrand everything from the logo and identity to the UI across the company’s website and app. The new name itself was developed by the strategy and design consultancy Landor. According to Moving Brands, the design team received the new name from Landor and made final decisions on brand architecture and logo creative direction within a single week. [3] [4]
The identity centers on a large “V” icon. The shape of this letterform inspired a visual system of triangular shapes that overlays imagery, structures layouts, and is used in other applications such as interiors. In most cases, the V symbol is used at a large scale on a simple layout, which the agency said was intended to convey confidence. The symbol was also designed to work universally across different cultures and alphabets, reflecting the company’s multinational footprint. [3]
The rebrand was unveiled at the Mobile World Congress in Barcelona, where VimpelCom announced its new name and identity. [4]
Meaning and Symbolism
Moving Brands drew the bright, mustard yellow brand color from the previous logo’s striped black and yellow design, creating continuity between the old VimpelCom identity and the new VEON mark. The large “V” symbol serves as the primary graphic element, and its triangular geometry was extended into a broader visual system applied across layouts, imagery and interiors. [3]
Typography and Design
Moving Brands chose the typeface Hero New for the VEON wordmark, selected for its clarity and pared-back aesthetic, in keeping with the “light” and “vibrant” branding direction. The project also involved developing a brand toolkit for the company’s various territories around the world. [3]
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