Time for T: Deutsche Telekom unveils new global brand strategy

18 Feb 2022

German telecoms giant Deutsche Telekom (DT) has announced that it is adapting its brand presence to match its ‘leading digital telco’ strategy and is creating a ‘uniform brand experience’ worldwide. As part of its international one-brand strategy, it is now focusing on participation in digital life, sustainable activities and societal cohesion. To this end, DT is introducing a new, more compact group logo and the ‘T’ design will be given a more prominent role in future communications, while the corporate colour magenta will structure the group’s product portfolio in all countries in the future.

‘Our global market approach is a key pillar of our international digital and sustainable corporate strategy,’ said Ulrich Klenke, Chief Brand Officer at DT, adding: ‘One purpose, one brand architecture, one logo, one claim, and one brand design – with our global brand strategy, we want to make our development to the leading digital telco perceptible to everyone… Our brand presence will become clearer, more consistent, and more comprehensible across international borders – and thus more effective and more efficient.’