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Johannesburg - Cellular operator Cell C has launched a new brand identity on Wednesday.
The new logo for the company depicts the letter C within a circle, similar to a 'copyright' sign, while the company's new corporate colours were taken from the South African flag.
Cell C has also changed its slogan to "The power is in your hands."
Said CEO Lars Reichelt: "We tried to keep it simple. It has to be easy to grasp and like."
"We want to be innovative and different and have more of a modern look."
Launching the new brand identity at a function in Johannesburg, Reichelt said the new brand has been designed to suggest customers can now do things with Cell C that they couldn't do before.
"The old look was great but it's getting a bit long in the tooth," said Reichelt.
He said that colours had been taken from the South African flag because Cell C is committed to South Africa and only South Africa.
"This country has one of the most beautiful flags in the world," said Reichelt. "We are only in South Africa. Cell C does not operate anywhere else. Now, when we look at our brand, we remember that we work for South Africa."
Reichelt also brought in comedian Trevor Noah who Cell C has formed a relationship with following the entertainer poking fun at Cell C during a recent show.
Noah is now the "consumer experience officer" for Cell C and says he has been asked to "keep Cell C honest".
"It's a collaboration between us to make sure this thing works," he said.
A website called Tell Trevor is also being launched where consumers can provide Cell C with feedback on its service.
Reichelt explained that Cell C's new network is based on HSPA+ running on 900MHz frequency that will allow for more stable connections indoors and extends the range on cellular towers. Around 1 300 towers are already live in South Africa and Cell C's new data network is being tested ahead of launch.
Reichelt said service revenues for Cell C are up 8% year-on-year and new subscriptions have grown 78% since September 2009.
- Fin24.com