Wally Olins, Orange and the 1960s to the present

1. Wally Olins, Orangeand the 1960s to the present OCR GCSE Product Design Unit 4 - June 2009

2. Wally Olins • Wally Olins is a co-founder of Wolff Olins and one of the world’s most experienced experts on corporate identity and branding. • IMAGE is everything to Wally Olins, the makeover master, a guru in the dynamic world of corporate branding where nothing is ever left to chance. • He is credited with branding or rebranding everything from mobile phones group Orange to Britain itself, and his skill persuaded US advertising giant Omnicom to shell out £30m to buy his Wolff Olins consultancy.

3. Orange Brand • Orange (the Internet, TV and mobile brand of the France Telecom Group) is one of the world's largest communications brands. • The logo is square because it was felt that the word orange could be seen as a fruit and it needed to be strong in the business world rather like American Express and Hertz. • It was also important to establish it as the colour Orange, which is seen as a strong Feng Shui colour. • The Orange network was launched on 28 April 1994.

4. Orange Values and Philosophy We have eight values at the heart of our group. Our values represent what we stand for. • trusted • responsible • innovative • refreshing • dynamic • straightforward • friendly • honest

5. Orange Values and Philosophy We have eight values at the heart of our group. These values will shape our view of the world and the way we work with customers and each other. If we live our values day in and day out we will not only delight our customers but succeed in delivering a 'new experience of telecoms' for our customers all over the world. Our values represent what we stand for – our commitment to stakeholders. • trustedWe build open and lasting relationships. We can be relied upon to do the right thing. We're always here, no matter what.    • responsibleWe treat people and the world around us with respect. We behave responsibly. We all contribute to the success of our business.    • innovativeWe draw inspiration from everywhere. We help people free their imagination. We are first when it counts. They also determine the way we behave with our customers and each other.  They also determine the way we behave with our customers and each other.  • refreshingWe are brave. We dare to do things differently, to find a better way. We give colour to all that we do.    • dynamicWe are passionate, confident and focused on the future. We push the boundaries. We make a difference to people's lives. • straightforwardWe keep things simple. We are direct and easy to understand. We focus on what's important. • friendlyWe take the time to listen. We treat everyone as individuals. We enjoy working and succeeding together. • honestWe are open. We say what we do and we do what we say. We are happy to share. 

6. The importance of the trend setter • Wally Olins was responsible for creating the Orange brand • He is one of the world’s most experienced experts on corporate identity and branding. • He believes that image is everything and that the success of a company depends on the publics perception of it. The correct branding is therefore very important

7. The importance of the iconic product • Orange is the single brand for France Telecom Group's Internet, TV and mobile offerings • It is simple, easily recognised and remembered • It can be used either small or large • Suitable for putting on a variety of products

8. Example Design specification points • Must reflect the era of the 1960s to the present • Needs to communicate the information about the event clearly • Should have an eye catching feature such as an unusual shape or use of bold colours • Should be attractive to the target market

9. 60’s

10. 70’s

11. 80’s

12. 90’s