Allo
Scenario: Spinoff/Divestiture
BCE, Bell’s corporate parent, has decided that the future of telecommunications is in the wireless, satellite and Internet services and in bundling content for these delivery channels. The company owns CTV, Much, CHUM, Noovo, for a total of 35 television stations; 27 cable specialty channels; and 215 music channels including 109 licensed radio stations in 58 markets across the country; plus pay television networks and other platforms.
Research has found an increasing number of people, especially younger adult consumers, rely on their mobile phones, VOIP services, and online platforms such as Zoom and FaceTime for all their voice communications.
Bell has decided therefore that their residential landline telephone service is no longer a core service, and will spin it off as a separate, independent company, called “Allo.”
Allo will now be able to focus on offering lower costs and straightforward services for residential landline service. Competition for landline service is not limited to other telephony companies, it also comes from the various cable companies in Canada, as well as VOIP service.
Initial concepts
The following images are the 32 distinct and different concepts that were designed at the beginning of this project. The concepts include brand signatures, wordmarks, and brandmarks.
Logo refinements
Among the 32 concepts, I selected two options and made 16 variations of each of the selected options. I added rigorous refinements to colour, shape, typography, etc.
Final logo
The final logo concept was selected among the 16 different refinements I made in option 1. The choice was made based on how well the logo represents the brand attributes of 'cheap, cheerful, connectedness.'
Positioning/Attributes
Cheap, cheerful, connected.
Allo connects you to your friends and family. Always there when you need it – to wish a loved-one happy birthday, or in a time of need – Allo connects you to the world. For pennies a day, it is your link to everyone and everything important to you.
Logo Rationale
The Allo brand mark signifies a balloon animal, which stands for the corporate value of youthful and flexibility. The joined shapes, which signify connectedness, forms the image of a dog – capturing the cheerful character of the brand.
The sans-serif, rounded typeface communicates Allo’s personality of straightforward, and the pointed tail of an “l” conveys the image of a dog playfully waggling its tail. The yellow colour represents the friendly quality of the brand, while the colour orange carries the meaning of dynamic and joy, and affordability - which represents Allo’s positioning of offering lower costs services.
Brand launch materials
I applied the logo to several brand launch materials - stationary (letterhead, envelope, business card), brochure cover, trade magazine cover, newspaper ad, website home page layout, vehicle, and billboard.
