BRAND IDENTITY
UMobile
Visual Identity System
Brand Guidelines
Team: Bonsey Design
Collaborators: Tokotype
Embodying the essence of unlocking U Mobile’s limitless potential
The launch of 5G services in Malaysia in 2022 prompted an opportunity for telcos to reposition themselves in the marketplace.
For U Mobile, traditionally a cost-conscious challenger, 5G offered a prime opportunity to broaden its brand appeal and credibility to new audiences while continuing to serve its existing customer base. This evolution aimed at positioning U Mobile not just as a fun and youthful brand, but as a mature, reliable, and future-focused telco player.
To achieve this, we introduced a fresh visual language, marked by dynamic color schemes, modern typography, and innovative graphic elements. The crux of this transformation lay in developing a consistent style system - a cohesive blend of vibrant visuals and forward-thinking design elements that resonate with both young and mature audiences alike. This strategic rebranding was more than a visual makeover; it was about reshaping perceptions and redefining U Mobile’s place in the competitive telecommunications landscape.
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Colour Palette
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Custom Typography
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Graphic Device
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Iconography
