CONNEX REBRANDING!

So, it’s official: Connex has a new Logo! The question is: Is CONNEX making a REBRANDING?
Or this is not a true CONNEX REBRANDING?

Strangely, it seems that they are not seeing this change as a REBRANDING but just as ‘a refreshment of the old logo’…;-)

And it seems that is their official position until now, since their PR Director, Lidia Solomon told somebody from http://www.identityworks.com/ that “we are not doing a rebranding […] It is just a refreshment of the Connex logo and we are very pleased to preview it in our Christmas cards.”

Click Here to find and read one of the best reviews of this ‘new brand face-lift’… from the IdentityWorks.com

As you remember, I’ve posted about The Connex Rebranding a few days ago…

The questions I have are these:

1. Is it really the Spanish office of Saffron (the Wally Olins affiliate...)who did the Connex rebranding?
2. Is it a Rebranding or just a refreshment of the Connex logo?
3. If it is a rebranding, as I and many brand professionals think, is there a Campaign that will promote or at least announce it to the public?
4. Do you like the old or the new logo better? You can see them both here.

Maybe they (Connex) want to be seen and perceived as friendlier, rounder, simpler, and to promote a more personal, on-to-one coNNection and relationship.

But is it the new logo too simple, less powerful, less known and less recognized?

And if there will be no rebranding campaign and more than that, no PUBLIC OFFICIAL press release or announcement… how will the public react?
What about brand awareness? And what about brand equity?

And what about the Connex motto?

If you remember they had Connex – “Viitorul suna bine” / “The Future sounds good“ which, at least in my opinion was to close to the Orange’s “The Future is bright”.

Not so long ago Connex had a great Campaign (I liked it a lot) called “Tu faci viitorul” / “You make the future”. The Campaign launched what I say as their new philosophy and motto: Connex – “Tu faci viitorul”. Click here to download some of their TV spots and adds.

Now they have a new Campaign called “Connex pentru viitor” / “Connex for the future” – they will donate 1 cent for every 10 calls made in their network for…”o Romanie mai buna” / “a better Romania”.

In an artcile published on the front page of ZF, Ken Campbell, Marketing Manager Connex, explains that research has shown that logos with slogans attached are not trendy anymore. It seems the Connex logo proved to be powerful enough to sustain itself without a slogan. And that’s why they gave up to their “Tu faci viitorul” slogan.

Connex redesigned their site and their logo but there is no comment about it on their new website. And, as far as I know, there is not an add about it also! Just the ZF article I've told you about.

I guess Ted Lattimore (The Connex COO) and the guys from Saffron had a clear strategy and they have clear objectives about this new Identity.

You are wellcome to comment...

And I can’t wait to understand it from the source!

So Ted? Ken? Lidia? Hanny? We are waiting… ;-)

Here on PerformYourMagic blog you can find Personal & Business Development Training, Team Building, Coaching, Consulting Services, free powerful tools and articles for Successful people...recommended by Cristian C. Francu