Tesco Mobile this week revealed a brand redesign, aiming to align the business more closely to the grocer.
Tesco said the logo’s redesign looked to “revitalise the brand expression and to align it more clearly with the wider Tesco family”.
While continuing to retain the distinctive look and feel of the Tesco Mobile brand, the new brand expression features the familiar pulse icon – which has been given a makeover by turning its orientation to “signal connectivity”.
“From research we know the changes we’ve made have had a positive impact on how our brand is perceived, with more people than ever saying our new look and feels signposts quality and expertise,” said Tesco Mobile CMO Rachel Swift.
“We’re proud to share our brand redesign, which takes us on to the next chapter of the Tesco Mobile story. Our new identity embodies our values and visually reinforces our position as part of the Tesco family,” added Swift.
The news comes after a busy week for Tesco’s technology announcements, as the UK’s largest supermarket said it would begin trialing grocery home delivery with drones from October, and launched its Tesco Red Door initiative to encourage people with new products or emerging technologies to contact its Group innovation Team.