Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Logo Savvy

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Job: 10-91288 Title: RP: logo Sauuy

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DE SIG N

RETHINK

CR EATI

V

CHRIS ST

DE SIG NE

JEFF HAR

CL IEN T

SOLO

W

ap

th

to

TAL K I N G TO TH E TARGET

Solo Mobile is all about youth. This division of Bell Canada

was launched to bring tech-savvy friends together by using

its cool phones and unique features such as 10-4 Nationwide

Walkie-Talkie—a key for social function coordination. In

essence, when you’re with Solo, you’re always with your friends.

With youth being the target audience (a hyper ckle consumer,

even at the best of times) it was essential for Rethink to create

a brand that was edgy, at times surreal, and visually striking.

The message is simple: It’s all about connectivity. With that

in mind, the logo quite intuitively took the form of abstract

digital connectors that weave in and out with exceptional

visual dexterity. These distinctive connectors make the brand

instantly recognizable and appropriate when translated across

consumer touchpoints. From T-shirts to trucks and from

TV advertising to packaging—the connectors are literally

everywhere. In fact, the connectors are so well known, they’re

often seen without the Solo logo because they are able to offer

instant brand recognition.

MAKIN G IT WORK T O GETHER

Rethink immersed itself in the culture of mobile technology—

a jargon- lled, youth-in uenced corner of the world—to

create the solution. This was no small feat because their

ultimate solution had to be extremely accessible and take into

consideration where the identity would exist within the context of

a larger telecom company. In other words, the idea had to be

cerebral to the audience while being simple for the client.

The development of the creative came from a team of three

designers dedicated solely to this project. With months of

research behind them, the Rethink team spent approximately

three weeks developing concept sketches for the logo. This

entailed looking at every possible visual solution to the

branding challenge at hand: make it surreal, make it cerebral,

The Solo Mobile division of Bell Canada was created to bring

tech-savvy friends together by using its cool phones and

unique features. The name Solo was chosen to convey the

idea that when you’re solo, you’re still with your friends.

Solo Mobile

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Job: 10-91288 Title: RP: logo Sauuy

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288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 76

Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 77

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DE SIG N FIR M

RETHINK

CR EATI VE DI R EC TOR S

CHRIS STAPL ES, IAN GRAIS

DE SIG NE R

JEFF HARRISON

CL IEN T

SOLO

With months of research behind them, the Rethink team spent

approximately three weeks developing concept sketches for

the logo. This entailed looking at every possible visual solution

to the branding challenge at hand.

g

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Job: 10-91288 Title: RP: logo Sauuy

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make i

potent

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best po

format

behind

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illustra

The le

in orde

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retain

The key was communicating the vision of the identity standards

to all stakeholders and ensuring consistency in translating and

applying the brand across all platforms.

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