Telekom (full name Deutsche Telekom or DT) is a telecommunications service in Germany. It appeared in January 1995 after the privatization of the German state postal service Deutsche Bundespost. The company has grown to become a leading fixed and mobile operator, broadband Internet, digital TV, and IT service provider. Today it is the largest specialized service provider in Europe, headquartered in Bonn.
Meaning and History
To modernize the country’s telecommunications market and master the latest technologies in related areas, the government approved the privatization of the former state structure Deutsche Bundespost. At this time (summary for April 2020), the state owns 14.5 percent of the shares and 17.4 percent – the state-owned bank KfW.
From the moment of its appearance to the present day, this service has traveled a long way to leading positions in the world market. Her career is a history of mergers that happened regularly over a long period. She has gone far beyond the borders of the country and provides services in foreign countries. In the Czech Republic, the Netherlands, Poland, the USA, Macedonia, Slovakia, and Romania. She does this not directly but through her subsidiaries, of which she has several.
This approach has brought wide recognition of the company in the telecommunications market. And its emblem has become the hallmark of high-quality service. There are seven logos in the service’s history, although there was one more, which became the progenitor of the existing image. It followed the structure of the debut logo and was in use from 1989 to 1992. It was the personal symbol of the Deutsche Bundespost.
1992 – 1995
Having become an independent structure in the profile market, the company first used an emblem almost exactly repeated the previous one, inherited from the postal service. The logo depicts a horn with left and right arrows. They indicate the scale of the coverage of services and represent a complex man: instead of ahead, he has a coil of a musical instrument, instead of hands – arrows, and instead of legs – a tape of a horn.
On the right is the pink word “Telekom,” each letter separated by a gray square. It is a graphic interpretation of the musical notation of the horn melody, the postal communication symbol. The audio branding was created by Interbrand Zintzmeyer & Lux studio, which created it with musicians Chris McHale and Joe Barone’s support. Next comes the word “Mobilfunk” in a classic serif typeface.
1995 – 1996
For one year, the company’s management changed the logo, for which the designers modernized it, using the word “DeTeMobil” instead of the “Mobilfunk” inscription. This is essentially an abbreviated version of the Deutsche Telekom Mobilfunk’s parent service. They kept the squares, but instead of seven, they used only four, complementing them with a large “T” with serifs. The text part is at the top left; the graphic part is at the bottom right.
1996 – 2002
In 1996, the telecommunications operator DT began to designate its subsidiaries with names with an additional “T.” The result is T-Mobil and its updated logo with six miniature squares that separate the words.
2002 – 2010
This period’s changes affected only the service’s renaming from the German abbreviated version of “T-Mobile to the English-language version of “T-Mobile.” This is because the operator-provider has reached a high international level.
2010 – 2013
In 2010, another rebranding took place: the German service T-Mobile merged with T-Home, a subsidiary. As a result of the merger, the Telekom brand appeared. Today the word is used as an add-on to all local departments. For example, Hrvatski Telekom, Deutsche Telekom (parent company), Slovak Telekom and the like. The emblem has a single letter “T” in the classic spelling – elongated, thin, serif. To the right and the left of it, there is a horizontal row of ten miniature squares.
2013 – today
During the redesign, the developers removed several squares, reducing them to four: two under the “T” hat and two on the right at a distance. The color and style of the logo are preserved – pink fuchsia and classic font.
Font and Colors of the Emblem
The modernization of the visual identity of the German telecommunications company took place simultaneously with its development. The emblem discarded all unnecessary and grew into a laconic version starting with a heap of numerous elements. Now it is a graphically accurate logo that reflects both the concept and the name of the operator-provider. It also conveys a story since each square is a stylized note of a melody that mail carriers once trumpeted into a special horn. Moreover, “T” is the first character from the company’s name and the replacement of one of the notes.
The Telecommunications Service has retained the original typeface, so the emblems use the Century Modern FS Book Condensed font, including the single “T.” The corporate palette is also stable: the logos feature fuchsia (dark pink) and black.