dtac LogoDTAC Logo PNG

DTAC: Brand overview

DTAC, or Total Access Communication, debuted in Thailand’s telecommunications sector in August 1989. Founded by the Bencharongkul family as a limited liability company, DTAC was granted the rights to operate on the 800 and 1800 MHz frequencies under agreements with state-owned CAT Telecom.

The early 2000s saw a turning point for DTAC when Norwegian telecommunications giant Telenor acquired a 39% stake in the company for US$420 million. This investment was Telenor’s first move into the Thai telecommunications market. Over time, Telenor gradually increased its stake in DTAC, surpassing the 50% threshold and thus gaining a controlling stake.

2012 marked another milestone for DTAC when its subsidiary DTAC Trinet was authorized to provide 4G LTE services in the 2.1 GHz frequency band. Moving forward to 2019, the company now has more than 20 million mobile users and around 4,000 employees.

On March 1, 2023, a groundbreaking event occurred as CTAC merged with its competitor, True Corporation. The strategic merger resulted in Thailand’s most extensive telecommunications network, with over 50 million subscribers. The combined company continues to operate under the True brand, with Telenor and Charoen Pokphand Group holding a 30.3% stake.

Meaning and History

DTAC Logo History

2000 – 2007

Total Access Communications (DTAC) Logo 2000

2007 – 2018

dtac Logo 2007

2018 – 2023

dtac Logo

Soft, flexible, and friendly are three words to describe this logo. Despite having two elements, it looks minimalistic. The reason is the thin and clean sans-serif font, which makes the space seem light. The text is typed in lowercase letters and rounded as much as the natural shape of the letters allows. On the left is a symbol consisting of three “petals” of different sizes, connected in the center by narrow ends. The company name is in black, and the accompanying image is in light blue.

This logo feels like a light breeze. The font is so smooth that it’s as if each letter is resting. The petals on the sides are like little greetings from the company. They’re not too big or too small, but just the right size to say, “Hey, we’re friendly and cool.” The light blue color creates a calm atmosphere, like looking at a clear sky. It’s easy on the eyes and easy to remember.

DTAC color codes

Spanish Sky BlueHex color:#00afef
RGB:0 175 239
CMYK:100 27 0 6
Pantone:PMS 801 C
Raisin BlackHex color:#231f20
RGB:35 31 32
CMYK:0 11 9 86
Pantone:PMS Neutral Black C