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Deutsche Telekom 2014 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Germany
Industry/Sector/Keywords: Telecommunications, Mobile, Payment Services, Home Services, Retail Stores
Below: Before and After Images in Slide Show, Summary, Credits

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Deutsche Telekom -


Industry Setting
Deutsche Telekom is one of the biggest telecommunications companies in the world. The company, with over 230,000 employees in about 50 countries, has revenues that exceeded 58.2 billion euros (December 2012).

Deutsche Telekom advanced into various growth areas such as health, mobility, payment and home. In the future, the brand design has to enable two things to get established in these new business areas: co-creation with partners as well as an individualized approach to the different target groups.

Life is for Sharing 2.0. The existing and already established brand elements were reinterpreted and further developed. A decision matrix helped to coordinate the consistent and flexible use of these elements. The content-driven statement dominates, the formal implementation shifts. That shift is from a consistent core identity to a more flexible use of brand elements.

From CI-Police to Brand-DJ. To be able to communicate in an ever-changing market environment and specifically to their target audiences, Deutsche Telekom has revolutionized its brand design and brand management. In cooperation with various partners, a new diversity in communications is continuing to be realized and implemented.


Client: Deutsche Telekom -

Brand Strategists/Designers: Interbrand -

Client Lead: Dr. Jürgen Häusler
Creative Direction: Andreas Rotzler
Art Direction: Hendrik Bruning
Client Service/Project Management:
Nadine Hohlfeld
Anne Rehwinkel

2D Design:
Christian Beckstein
Dennis Horstmann
Maria Jakobs
Anna Maurer
David Mühlfeld
Lisa Flügge
Janina Deeken
Jan Eumann
Nico Prang


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