Telecoms company Cable & Wireless has recently ‘demerged’ to form two separate businesses. Elmwood has designed the new brand identity for Cable & Wireless Communications, which launches today.
The solution is another globe-shaped logo – yes, yes, we know, but at least C&W has heritage here with the past identity (shown below) for the parent company and, of course, putting lines around the world is literally what this business does. In the new logo Elmwood has emphasised this cable technology with a series of lines that also form a three-dimensional ampersand.
Elmwood has also created a new website (below) for the brand, featuring an identity system that also uses the cables. “We set out to create something that challenged the de-facto plain, boxy, corporate-looking telecoms sites that exist in the marketplace at the moment,” says Alex Nelson, head of digital at Elmwood. “We were also very keen on creating a rich, interactive user experience, whilst letting those busy analysts and shareholders dive straight into the hard facts.”
Cable & Wireless Communications operates through four regional units – the Caribbean, Panama, Macau, and Monaco & Islands – and is now separate from Cable & Wireless Worldwide. Neither company is using the original C&W logo anymore, with Cable & Wireless Worldwide using the very simple style logo it adopted some time ago (shown on its website below). The two companies are certainly now very separate in style, even if their names remain confusingly similar.
Finally, Elmwood has also created a brand animation for C&W Communications, also incorporating the new cable lines. This can be viewed on the Elmwood website, here.