Ono

  • Ono, launched 1999.
    A Spanish triple play provider, making technology human and accessible.

    A brand tailored to the national way of doing things.

  • 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 foreign tastes. He said no, which struck me as arrogant, but typical of a modernist.

  • Starting with the Spanish psyche and culturescape, acknowledging that any attempt would homogenise or even charicaturize, I felt that it’d be a better place to start than social grading.

    Miro, Gaudi, gazpacho, wine, olives, loyalty, family, pride, commonsense and emotion. These were the elements that got me thinking, there’s many others of course, but if I could create something that slotted into those, I’d be happy and I bet the client would be too.

  • We had company values to play with too: More human – More easy – More positive – More fun.
    What’s not to like?

    A three dimentional 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.