Telstra’s predecessor, known as Telecom Australia, was once responsible for an entire continent’s telecommunications services. This responsibility passed to him in 1975 after the abolition of the Postmaster-General’s Department. A few years later, due to a large-scale restructuring, the Telecom brand became owned by the Australian and Overseas Telecommunications Corporation. And only later, in 1993, Telstra Corporation appeared based on AOTC.
Meaning and History
The company has updated its corporate identity many times, but the transformations have always been careful, in some ways even conservative. The designers were not faced with the task of re-acquainting people with the Telstra brand. They only needed to emphasize its characteristic features – something that everyone already knew well. Therefore, logos from different years have a lot in common – particularly the element in the form of a “falling” letter “T.”
1975 – 1986
Until 1975, only one organization, the Postmaster-General’s Department, was in charge of the domestic telegraph, telephone, and postal services. Then it broke up, and all telecommunication services were transferred to the disposal of Telecom Australia. Designer Pieter Huveneers created an original logo for the company, using a stylized antenna instead of the letter “T.”
The symbol, consisting of two mirrored “clubs,” was placed in an orange circle. On the right was a two-line “Telecom Australia” lettering in black. A light gray rectangle served as a background.
1986 – 1993
In 1986, Telecom obtained a monopoly on the domestic wireless market. In the same year, a small redesign was carried out, after which the background quadrangle disappeared, the circle turned dark orange, and the inscription took only one line.
1993 – 1995
In the early 1990s, the brand became part of the newly formed Australian and Overseas Telecommunications Corporation. At the same time, Telstra Corporation Limited was launched based on the parent company. Despite the name change, the logo used its old version – Telecom Australia.
Developers from FHA Image Design styled the first “T” unusually. They made the vertical stroke invisible, leaving only the horizontal line. Below the letter was an orange oval, which in previous versions was circular. The second word was written at the bottom and in capital letters.
1995 – 1999
The logo’s overall concept was retained to facilitate the transition from Telecom Australia to Telstra Corporation Limited. Only the inscription has changed: after the stylized letter “T,” “elstra” appeared. The oval has taken on a light orange hue.
1999 – 2006
The telecommunications company has greeted the 21st century with a new logo. The designers placed the text in a blue square and made the letters white. This transformation gives the capital “T” a vertical line that was previously invisible.
2006 – 2011
After the redesign, the square disappeared, but the “T” remained. At the same time, all the letters turned blue, as on the 1995-1999 logo.
2011 – present
The Australian telecom operator hired employees from Interbrand to do a small rebranding. Its goal was to unite all communications under one common symbol. Without thinking twice, the designers removed the main part of the inscription and left only the letter “T” – in the form in which it existed since 1993. Also, they repainted the oval in blue and offered six color versions of visual identification. This required 60 specialists, several months of working time, and 6 million dollars.
Font and Colors of the Emblem
Telstra’s current emblem dates back to the early 1990s. – it was then that the stylized “T” became like the current one. But do not forget about the older versions, where this letter symbolized the antenna. Now everyone sees what they want in T because the changes were supposed to help the company establish a close relationship with customers.
The font for the old “Telstra” lettering was invented by the design studio The Partners. Then the word was reduced to one letter, the outline of which became softer. The developers have cut and rounded the corners, keeping a slight tilt to the right.
For the experiment, the telecommunications company uses six color combinations, but not simultaneously but in turn. The official emblem can be green, dark pink, purple, blue, orange, or blue-green. This is designed to make the brand full of color and meaning to consumers.