The new identity is designed to build greater positivity, optimism and emotional connection with Optus customers. In a market dominated by formal and formulaic brands, it’s a clear departure from what many Australians would expect from a large telecommunications provider. The brand expression uses a new voice, one that is friendly, easy to understand, and peppered with a relaxed humour that doesn’t try too hard.

Along with a completely refreshed logo and colour palette, a bespoke hand-drawn headline typeface and brand character have been introduced to provide a greater level of humanity. Together, these allow us to demonstrate how Optus has a useful and significant role in enabling the people of Australia to do the things they want with minimal stress and maximum ease.

Designed at Re.