The Orange brand is evolving to serve the Group's new ambition, which is focused on customer experience. Orange wants to be an essential and useful player in people's lives by strengthening its ties with customers and concentrating on what is essential for each person.

Created in 1994 in a pre-digital world, the Orange brand is now present in 29 countries serving 244 million customers. Orange wants to reinforce the 20-year success of the brand by giving it a new expression.

For Béatrice Mandine, Senior Executive Vice President, Communications and Brand at Orange: "in the 21st century, a brand is not just a colour or the shape of its logo, it is not just 'what it says about itself' in advertising campaigns. A brand is built out of experience, out of the sum of all the little daily interactions that it has with its customers, both actual and virtual. As the digital revolution sweeps across our society, bringing new uses and services almost every day, the Orange brand wants to create a unique, useful experience to connect its customers with what is essential in their lives."

The new role of the Orange brand, "always in touch to connect what's essential in your life", guides all of the Group's actions and inspires its internal culture: listening and responding by going straight to what is essential. The Social Hub is an illustration of this new position. Inaugurated in March 2015 at the Orange headoffice, it allows the Group to digitize its corporate communications to enrich the dialogue between Orange and its audiences.
The identity of the Orange brand is also evolving to reflect this change, and an international media campaign is being launched in France, Poland and Spain, to be followed in every country in which Orange is present. To express the change in the brand's platform to a younger target audience, Orange is also launching a campaign on Instagram. By testing new formats on social networks in this way, Orange places itself at the forefront of innovation in advertising in France.

A brand identity centred on what is essential to the customer

Studies carried out in 2014 across the Orange Group's footprint identified six essential themes in the lives of its customers. Orange's offers, products and services revolve around these themes, which are common to all countries.

The logo, whose unique, meaningful design is recognizable all over the world, will not be changed. Instead, Orange is introducing a new way of communicating and shows that it is always listening to what really counts for its customers through a system of frames and pop-outs representing customer needs and Orange's response to those needs.
Other changes to the Orange brand identity include:
- the photo style is evolving to tell stories about what is essential to the customer.
- the existing colour palette has been supplemented with five new colours: blue, yellow, violet, green and pink.
- the typography has not changed but is clearer and more imposing.
- the illustration style has been refined and made more graphic.
In 2014, according to Millward Brown, the Orange brand had an estimated value of 15.58 billion dollars, ranking it 62nd among global brands and 7th in the telecommunications sector. The Brand Finance ranking of February 2015 gave the Orange brand the highest value in the French market.
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