Cell C - 'A disruptive identity for a spirited disrupter'
Rebrand
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Cell C partnered with Shift to refresh its brand identity, aiming to reclaim its position as a spirited disruptor in the South African telecommunications market.
The rebranding effort focused on creating a visual identity that is both iconic and deeply rooted in Cell C's heritage, reflecting the company's commitment to putting people first.
The refreshed visual language features an approachable lowercase wordmark and an inclusive open double C-icon, symbolising partnership and human-centricity along with an approachable bespoke font that creates connection. A powerful black and orange colour palette aligns with the brand's edginess, while local imagery reinforces its connection to the South African community. These elements combine to create a brand experience that is both impactful and accessible, reinforcing Cell C's resilience and commitment to being an unstoppable force in the telecommunications market.
This comprehensive rebranding underscores Cell C's dedication to being an ally to its customers, enhancing their experiences, and providing value. By placing the brand's purpose at its core, the new identity simplifies and modernises the brand while reigniting its recognised and beloved feistiness. The result is a truly and authentically local brand, relaunched to disrupt the market.
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Credits:
SHIFT Branding & Design

Executive Creative Director: Simone Rossum
Creative Director: Christo Kruger, Head of Design: Nicola Spurdle

Senior Designers: Jo Theron - Lead
Marèzane Trollip, Shelly-Ann Scheepers, Nomonde Mtetwa
Brand Identity Guidelines: Jo Theron
Copywriters: Lilian van der Merwe & Claudette Storrar
Typographer: Jaco Burger

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