Brand New Face of Netia

As the boundary between reality and the online world dissolves, Netia changes its image completely. Basing its mission on the motto “We deliver the world on-line”, Netia has carried out a complex rebraining of its brand, going beyond the logo and the visual identity.

Netia’s image change is an expression of the redefined concept of the brand. The new visual identity is just the beginning of breakthrough changes initiated in January, when the company announced its new company mission based on the motto: “We deliver the world on-line”.

The changes are extensive enough to be described as a rebraining, that is a complete change of philosophy and approach to things like corporate materials, offers, and access devices. Semiotic research was used in the creation of the final, well-thought-out brand positioning concept that is to make Netia stand out and lead the market. A cultural meaning analysis of keywords expressing Netia’s mission (“Deliver” – providing services, “World”, and “On-line”) enabled the company to define new trends in culture.

“Changes that have been and will be made in Netia are the conscious and deliberated result of a search for the answer to the question: ‘What kind of a brand does Netia want to be?’ Our whole team was involved in this search. It was a long-term process, requiring a lot of analyses, discussions and thought”, said Michał Dolny, Marketing Director of Netia.  “Our new philosophy is based on observation of the ever-changing world, in which the boundary between real and virtual dissolves. Reality and the virtual world are entwined, and everyone makes their own decision about how much of their lives is to take place in the on-line space. Netia sees the dynamic of the modern world and wants to be a leading trend maker”.

Customers value brands that are simple and intuitive and speak their language, but at the same time are inventive and outside the box. Netia based its new brand message on simplicity and inventiveness, as well as a passion for activity, which the company wants to be identified with. The “good choice” factor characteristic of Netia’s new offer was also reflected in the brand message. Change will be visible in all aspects of brand communication, such as corporate identity, advertising, offers, and new access devices.

Netia invited White Cat Studio, one of the best branding agencies in Poland and the whole of Europe, to create the new corporate visual identity. The new ATL campaign was created by the Brasil agency, which has worked with Netia for quite some time.

“Netia’s new corporate identity was based on the idea of 'total branding', according to which the customer is exposed not just to a single, unchanging logo, but rather the whole corporate visual identity. This identity takes form of simple, yet inventive colored dots, which represent the particles, or ‘genes’, of the Internet. These particles form thousands of combinations, signs and creations co-existing with the real world, represented by the equally simple typography of the word 'NETIA'. The effect is that there is no single, unchanging logo of the company, just like there is no single, unchanging image of the Internet”, said Dolny.

Another change that reflects the “rebraining” of Netia is the new advertising campaign. The ads will center on a group of experts from the Netia Institute, who are passionate about all things Internet. Their main job will be to conduct research and make inventions related with the merging of the on-line and off-line worlds. Netia’s new offers and products will be presented from the perspective of these discoveries.

Completely unique on the Polish market, Netia’s first offer based on the new brand concept will be presented on April 12.

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About Netia
Netia S.A. is one of the biggest, as well as the fastest growing telecommunications company in Poland. Netia provides comprehensive, integrated and user-friendly on-line solutions.