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London,
9th October 2002, The Hutchison Whampoa Group yesterday
unveiled the brand identity 3 for its 3G services worldwide.
A name, a number and a logo, 3 represents the company’s
commitment to deliver on the promise of the 3G medium.
The new brand name was chosen for its brevity and simplicity.
It is easy to remember, ubiquitous, and transcends language,
cultural barriers and even technology. In numerology,
three is a lucky number, and is associated with entertainment,
optimism and clarity.
Behind
the name lies a new adventure - 3 is the door to a brand
new medium that offers much more than 2G or 2.5G.
Lisa
Gernon, strategy and marketing director, Hutchison 3G
UK, said, "We are building a brand which will resonate
with consumers across the UK. 3 will offer customers
an experience without precedent – it is unlike anything
else on the market. We are beginning a step-by-step
rollout of our services over the next few months, and
our research tells us very clearly that people can already
see the excitement.”
“The
core idea behind 3 is about delivering usefulness and
enjoyment at the same time”, continued Ms. Gernon. “Thanks
to 3G technology, we no longer have to choose between
fun and functionality. Now, 3 enables us to have both
at the same time”
Doug
Hamilton, Global Creative Director, who led development
of the brand, added: “For customers 3 represents the
natural next step. A step on from where we‘ve been but
most importantly the first step of something new that
has never existed before, bringing information, communication
and entertainment to people on the move.”
Together
with its full graphic identity, 3 presents a more complete
picture of the brand’s character. The logo has a light
titanium outside and a dynamic, playful, vibrant inside,
animating through the whole spectrum of colour. The
contrast between the outside and the inside articulates
the spirit of 3: cool on the outside, hot on the inside,
echoing the same spirit as the tough outer shell of
the 3G handsets and the cauldron of dynamic information
and entertainment inside.
“3
will deliver on its promises and maintain its appeal
over time. The brand is not a chameleon, but it has
to have flexibility built in. For example, the licence
in the UK is for 20 years. We are making something that
will live and prosper for at least 20 years. We do not
have to promise everything on day one, but we do have
to deliver everything that we promise on day one, ”
said Mr Hamilton.
“The
technology is real. We are building a completely new
kind of consumer experience, creating a service that
over time will become an indispensable component of
daily life for all of us. 3G is a new category, it is
not about promising some perfection in a fantasy future,
it is about delivering exciting services that are relevant
to the consumer. 3 is simple and straightforward, it
is about exciting services. By the time we’ve finished,
the measure of our success will simply be how many people
can’t imagine life without 3,” added Mr. Canning Fok,
Group Managing Director of Hutchison Whampoa.
3
will be adopted throughout all of HWL’s 3G operations
in nine countries, which includes Australia, Austria,
Denmark, Hong Kong, Ireland, Italy, Israel, Sweden and
the United Kingdom.
SOURCE
Hutchison3G Press Release Back
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