Eircom launches new identity in “Ireland’s largest rebrand for 20 years”

Irish telecoms giant Eircom is rebranding as Eir in a move the company says is “the largest brand transformation in Ireland in over 20 years”.

The new Eir identity has been created by Moving Brands, which was appointed to the work following a pitch in February.

The new Eir identity is built around the brand position of “essential to Ireland, essential to life” and is launching with the strapline “Live life on Eir”.

Moving Brands has developed a new Eir logo. The consultancy says: “To mirror the new name, the logo conveys lightness and, through its upwards angle, a sense of being uplifted.”

The new identity also uses a bespoke “digital-ready” font, called Eir, which has been developed with type foundry Colophon.

Moving Brands says: “Inspired by the forms of the logo, [the font] expresses its personality with open characters and warm friendly tones.”

“Simple but bold”

The consultancy adds: “Colour is used boldly; the consumer palette reflects life’s full spectrum, while the business palette is colourful yet audience appropriate.”

Moving Brands describes the identity system as a whole as “a simple but bold brand system, that allows this complex business to intuitively create and deploy a range of vibrant, larger-than-life expressions.”

Moving Brands also worked on the design of the Eir concept store in Dublin city centre and has created a digital toolkit which it says will help the company “shape optimal customer experiences across all key digital environments”.

Mobile-first

The consultancy says it developed this using a “mobile-first” approach, and the extending the brand across other touchpoints.

Eir chief executive Richard Moat says: “The new Eir identity is dynamic and modern. It reflects our real ambition to become just that – a dynamic and progressive Irish organisation providing the high-quality infrastructure and services the country needs and deserves.”

The new identity is rolling out across all Eir touchpoints, including 63 stores in Ireland and 160 Eir vans.