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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

CSL LOGO AND BRAND IDENTITY

ClientCSL
CategoryA01. Corporate Identity Schemes
TitleCSL LOGO AND BRAND IDENTITY
Product/ServiceTELECOMMUNICATIONS
Entrant Company:TBWA\HONG KONG, HONG KONG
Design/Advertising Agency:TBWA\HONG KONG, HONG KONG
Credits
Name Company Position
Mark Ringer TBWA\TEQUILA\HK Executive Creative Director
Chuanda Tan Designer
Joanne Lao TBWA\TEQUILA\HK Managing Director
Jan Cho TBWA\TEQUILA\HK Group Account Director

Brief Explanation

As an innovative company, CSL required an equally innovative logo capable of carrying their promise to deliver the latest technologies and services. The new logo needed to be bold and strong, yet simple and fluid, communicating self-assuredness in what has made CSL successful to date, while welcoming what the future holds.

Describe the brief from the client:

Hong Kong’s biggest telecommunications company wanted a fresh and bold reinterpretation of their brand with a new visual identity that embodied innovation and demonstrated the power of the human network to help attract talented and digitally-savvy employees.

Description of how you arrived at the final design:

We constantly kept the strength of the brand in mind and the client’s vision for their company as we created this new logo. A massive evolution of their previous typography of CSL we decided to link the “S” and “L” together and now appear to be leaning forward, in embrace and anticipation of the future, with the green symbolizing energy and new beginnings.

Indication of how successful the outcome was in the market:

CSL’s updated visual identity was successfully carried across various mediums, including stationery and corporate videos. CSL loved their new look, and in celebration, they organized a launch event to introduce their employees and partners to this fresh, new identity. With the internal launch such a success, we anticipate CSL’s bold new look will quickly become one of Hong Kong’s most recognized and beloved logos.