Telecommunications Industry Ombudsman launches new logo, website in milestone re-branding exercise

Industry complaint resolution body overhauls its branding to promote organisational visibility and service accessibility in a process that involved all stakeholders

The Telecommunications Industry Ombudsman (TIO) has updated its branding with a new logo and website to better reflect its dispute resolution service for consumers and small business in 2019.

"The brand aligns with the TIO’s purpose to provide a fair, independent and accessible dispute resolution service for consumers and the telecommunications industry that complies with the benchmarks for industry-based customer dispute resolution," chief strategy and engagement officer, TIO, Leanne Hutton, told CMO.

As an industry body, the TIO is responsible to both small business and consumers as an information, advice and complaint-handling service, as well as telecommunications service providers, and one of its goals for the new branding was to create a new identity inclusive of all its stakeholders.

"A tired brand that has not evolved with the ecology it supports can lose relevance and get lost in the broader landscape. Our dispute resolution service needs to be accessible to consumers and small business. Part of being accessible is being visible and approachable," continued Hutton.

The old logo was developed 26 years ago, a lifetime in terms of the fast-changing tech and telco landscape, and the organisation knew it was past time for it to be modernised and reflect an entirely different regulatory, industry, market and consumer landscape. 

"While our vision has withstood the test of time, our organisation is constantly evolving to meet our stakeholders’ needs. Part of being accessible to consumers is to be visible."

"As part of the ideation process, as we visually considered the old logo among our national peers – other ombudsman schemes, consumer advocacy schemes – and the telecommunications market. The old logo simply faded into the background. To be accessible, we needed to not only stand our logo up in the market but differentiate ourselves as an independent, dependable, warm and highly relevant brand, so we can be found with ease."

The re-design has involved more than just imagery; the organisation has also overhauled its website, again, something that was needed to better serve its clients and their needs.

"... We needed to ensure our website was responsive and easier to navigate. A focus on the user experience means designing the website for ease of use so it is a tool consumers, small businesses and members can use, and we can deliver on the TIO vision and core services," explained Hutton.

To ensure it was consultative and had the input from the "pulse of the organisation", the TIO involved its frontline staff in the process from workshops to capture the essence of what the TIO stands for and defining its key personalities, to interviews and calls for feedback on design options. The process also included consulting with consumers as well as members through interviews, and agency help came in the form of broad industry research, the design process and final style decisions.

"The new brand was designed to unify the TIO’s diverse stakeholder community and represent all involved in the complaint resolution process. The visual identity blends several concepts together – the wider community and membership; authority and strength; cooperation and inclusion; growth and evolution; and helping everyone involved find a clear way forward."

The new logo and brand is intended to embody the sustainability and resilience of the organisation, and the earthy colour palette was chosen to reflect the fair, independent and grounded mindset of the TIO to resolve complaints. 

"A new brand has been a long time coming. Our last tune up was in 2012, which was more about introducing teal into our colour palette and did not change the original logo. ... We will continue to listen to our stakeholders, the industry and the market and evolve our brand to continue to be aligned to our purpose."


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in