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Orange
Product visual identity guidelines
Orange is a distinctive brand and is a pioneer of own-branded smart phones, custom designed to complement its user interface.
In identifying a gap in the crowded handset market for Orange we needed to create a distinctive design language for its own-brand products.
We worked closely with the Head of Consumer Experience Design to understand the positioning of the brand and its values. We researched trends to explore and define the space that Orange could occupy.
The ‘look and feel’ that was created is achieved by simple, fuss free, design guidelines. They set the tone but give freedom to the designer. This inspirational tool directs the work of handset suppliers in their creation of Orange-ness.
‘Pure emotion’ became the distinctive hallmark for Orange. We created exemplar designs to show how this could best be tailored to different market segments and customer tastes.
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Initial ideas |
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Design exemplars |
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