Ono, a Spanish triple play provider launched in 1999 with the aim of making technology human and accessible.
The company aspired to be a brand tailored to the national way of doing things.
Ono
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Back in 1990 I’d asked FHK Henrion, one of the founding fathers of corporate identity, if, when designing for foreign clients, he’d taken into account cultural tastes. He said no, which struck me as arrogant, but typical of a modernist.
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I started by considering the project from the viewpoint of the Spanish psyche and culture scape.
Elements that got me thinking were Miro, Gaudi, gazpacho, wine, olives, loyalty, family, pride, commonsense and emotion amongst others. I knew that if I could create something that encapsulated those that I would be able to convey the essence of the brand.
The resulting identity celebrated the company’s cultural heritage and reflected the company values More human – More easy – More positive – More fun.
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A three dimensional version of the logo was made. This was interpreted and sculpted by Ali Coleman. Though they are a family each letter has a personality of it’s own, and were named Big Otto, Norman and little Ozzy.
