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New Logo and Identity for Teleperformance by Ana Couto
 

before

after

Reviewed Oct. 11, 2018 by Armin

Industry / Corporate Tags /

Established in 1978, Teleperformance is an outsourced omnichannel customer experience management company, which is not self-explanatory at all. What that means, if I am copy-pasting correctly, is that it “connects the biggest and most respected brands on the planet with their customers by providing customer care, technical support, customer acquisition, digital solutions, analytics, back-office and other specialized services to ensure consistently positive customer interactions”. The company operates in 76 countries and has 223,000 “interaction experts”. Recently, Teleperformance introduced a new identity designed by São Paulo, Brazil-based Ana Couto.

From an intense strategic study, we have created a new positioning, a new tagline that reinforces your leadership role and your true belief: each interaction matters.

We translate Teleperformance’s adaptability - to every customer, every culture and every person - reinforcing your personality at every point of contact, making every connection a unique opportunity to bring together brands and consumers.

Ana Couto project page

New Logo and Identity for Teleperformance by Ana Couto
Logo.
New Logo and Identity for Teleperformance by Ana Couto
Monogram detail.
New Logo and Identity for Teleperformance by Ana Couto
Color variations.

The old logo was so bad it was kind of amazing. The abstracted profile of a person wearing a headset over a globe was as cheesy as it gets but it was very convincingly done. The heavy typography in the heavy-ass blue box was, um, heavy. You get the point, it was bad. Especially for a company this size, whom other companies are supposed to trust their own customers with. I wouldn’t have. The monogram in the new logo is kind of confusing at first glance but it’s a very interesting way to create a monogram. I’m not saying it’s the most clever or the coolest but it’s definitely intriguing, unexpected, and, in a way, original.

A hard shadow “P” helps outline a “T” in the negative space through a nice, simple execution. It could have easily been done without the gradient or, assuming that the gradient was a must, it should have been rendered with its direction at 45 degrees to match the direction of the shadow. The monogram, as seen in the applications below, then does some funky stuff by allowing the shadow to extend in straight and curvy paths which is another unexpected move in this system. The wordmark is bland and clunky but with such a long, single-word name the options are limited. Perhaps not making it black would have helped. In the guidelines below you can see a variation where the wordmark can be broken in three lines, which… no.

New Logo and Identity for Teleperformance by Ana Couto
Guidelines.
New Logo and Identity for Teleperformance by Ana Couto
New Logo and Identity for Teleperformance by Ana Couto
New Logo and Identity for Teleperformance by Ana Couto
Messaging.

This project totally need a little motion reel of the “TP” monogram extending and contracting and going in straight lines and curvy paths, but I guess static JPGs will have to do. The concept is interesting and it supports the new brand positioning of “Each interaction matters” as a way to visualize two elements interacting in different ways and connecting them no matter how far they are. The executions are almost spot-on but I think they are missing one more round of pushing the idea further and of refining. As it moves into applications, things take a turn for the cheesy with photography that looks heavily like stock and typography that’s too much of a techie cliché but it’s not bad, just a little generic.

New Logo and Identity for Teleperformance by Ana Couto
Business cards.
New Logo and Identity for Teleperformance by Ana Couto
Social media.
New Logo and Identity for Teleperformance by Ana Couto
New Logo and Identity for Teleperformance by Ana Couto
Ads. The ad directly above is all kinds of wrong with the shadow of the monogram all out of whack and a broken wordmark variation that should not be done.
Fairly long introduction to the new look. Not a reel, more of a manifesto.

Overall it could do with looking less like a telecom and double-down on the looseness of the extendable monogram but, based on the old logo, I can’t imagine the old identity being any good so I am sure the new identity is an unquestionable improvement.

Your opinion…

On Monogram


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On Wordmark


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On Application


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Comments


Logo Before & After
Sample Application

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