Goodbye yesterday, hello tomorrow!
Cell One, today adopted its new brand name, leo and at the same time unveiled a more contemporary and dynamic brand identity. The new identity will help leo build on its recent achievements and support its roll out and growth strategy. Equally essential, the re-branding will help the company communicate more effectively its stakeholders while it heralds a transformation into a modern customer focused business.
“This transformation was necessitated by the changing demands of the industry and customers, and we need to become an even more versatile, vibrant and dynamic brand. The new brand identity represents a significant stage in our development. We are very optimistic that it will enhance our organisation and will be well received by our stakeholders,” said Soban Pasha, CEO of leo. Pasha explained that:
“The rebranding initiative is in alignment with Telecel Globe’s new marketing strategy to achieve brand synergies across all its operations. On completion of the rebranding, all Telecel Globe subsidiaries will operate under leo, the new brand name. With this synergistic approach and leo being a multi-national brand, we will learn from and share the best practices drawn from Telecel Globe.”
Congratulating leo, the Minister of Information and Communication Technology said, “The new brand is a fresh breeze in the telecommunications sector. It is young, new and embraces ‘confidence, care and vision’ as its core brand values. The impact of the new brand will soon be felt by customers and other stakeholders. I wish you all the best in your efforts to educate and introduce the new brand to the public and have no doubt that they will recognise that the new brand offers quality, good service and significant value.”
Commenting on the new identity, Chris Keeping – Chief Commercial Officer at leo – said: “The brand is dynamic, trendy, young, innovative and offers the best telecom solutions at the best value. The visual identity has a talk shape as a key feature in its look, making it a conversational brand. We did a huge amount of research before we changed the brand – leo speaks broadly to all Africans.
“The talk shape is always supplemented by an appropriate message. After all, the basis of the telecom industry is to share and exchange information.” leo is a word that resonates across a multitude of cultures. The word “leo” conjures up various connotations across the world – in Latin it means lion. The lion across most cultures is perceived as strong, bold and a powerful symbol of Africa.
The word leo is also rooted in Swahili, one of the largest spoken languages on the continent. “Leo” in Swahili means “today” – “Africa is about today, a celebration of life, opportunity and the fortitude to succeed no matter the obstacles. Africa is on the move and leo is proud to be part of that exciting journey.”
Even though Cell One will be no more, all Cell One products will still be valid and usable. “You don’t need to buy a new simcard and all scratch cards will still be valid. The change of the Cell One brand to leo will take a phased approach,” Rejoice Itembu, leo’s PRO assured.
“This transformation was necessitated by the changing demands of the industry and customers, and we need to become an even more versatile, vibrant and dynamic brand. The new brand identity represents a significant stage in our development. We are very optimistic that it will enhance our organisation and will be well received by our stakeholders,” said Soban Pasha, CEO of leo. Pasha explained that:
“The rebranding initiative is in alignment with Telecel Globe’s new marketing strategy to achieve brand synergies across all its operations. On completion of the rebranding, all Telecel Globe subsidiaries will operate under leo, the new brand name. With this synergistic approach and leo being a multi-national brand, we will learn from and share the best practices drawn from Telecel Globe.”
Congratulating leo, the Minister of Information and Communication Technology said, “The new brand is a fresh breeze in the telecommunications sector. It is young, new and embraces ‘confidence, care and vision’ as its core brand values. The impact of the new brand will soon be felt by customers and other stakeholders. I wish you all the best in your efforts to educate and introduce the new brand to the public and have no doubt that they will recognise that the new brand offers quality, good service and significant value.”
Commenting on the new identity, Chris Keeping – Chief Commercial Officer at leo – said: “The brand is dynamic, trendy, young, innovative and offers the best telecom solutions at the best value. The visual identity has a talk shape as a key feature in its look, making it a conversational brand. We did a huge amount of research before we changed the brand – leo speaks broadly to all Africans.
“The talk shape is always supplemented by an appropriate message. After all, the basis of the telecom industry is to share and exchange information.” leo is a word that resonates across a multitude of cultures. The word “leo” conjures up various connotations across the world – in Latin it means lion. The lion across most cultures is perceived as strong, bold and a powerful symbol of Africa.
The word leo is also rooted in Swahili, one of the largest spoken languages on the continent. “Leo” in Swahili means “today” – “Africa is about today, a celebration of life, opportunity and the fortitude to succeed no matter the obstacles. Africa is on the move and leo is proud to be part of that exciting journey.”
Even though Cell One will be no more, all Cell One products will still be valid and usable. “You don’t need to buy a new simcard and all scratch cards will still be valid. The change of the Cell One brand to leo will take a phased approach,” Rejoice Itembu, leo’s PRO assured.
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