Optus Wants You Back

Did anyone else notice the ‘not so subtle’ rebrand of Optus?

Out with the old…

Firstly, here’s a refresher on the old brand (the animals)

The animals never really struck a chord for me – I failed to see the relevance and connection – If they were trying to make the brand more appealing, who was the ‘idea guy’ that put his hand up and said ‘hey everyone loves animals, let’s just do that’.


This was the official statement from Optus:

“In the coming weeks you’ll see a different look with a new logo, a new feel and a new way that we speak to our customers. This is the beginning of something big to deliver on the promise of yes – the very commitment our business was built on,” 

Does this statement (the promise of yes) mean anything to the everyday consumer?


Why do company’s rebrand?

What I find interesting is not so much the aesthetic but the reasons and events that led to the decision to rebrand.

Telstra’s revamped branding efforts continue to see it aggressively grow at over 3 times the size of the 4G customer base that Optus has alone.

Optus had to do something.

Telco’s have a tough job because consumers share a love/hate relationship with them – You need them but you don’t like them and so they’re forced to create super over the top friendly campaigns to try and win back some good will.

Here is Optus’ attempt to win you back.  Is it working?



  • Jarrad Brown  

    I noticed the rebrand a week or 2 back. I didnt take much notice as I’m a fairly well satisfied Telstra customer ($10 movie tickets helps).
    The rebrand feels childish. The font, the cartoon, the colours. It doesn’t say “Hi I’m reliable, fast, good value service. ” It looks like a fun empty promise.

    • john  

      Good point Jarrad – $10 movie tickets have done a lot to keep disillusioned Telstra customers happy. The problem with Optus (and this may change) is that no one has ever seen them as this fun, cutesy, funny, approachable brand and so it feels all wrong when you see them clothed themselves that way. Again, this might change but it does feel empty doesn’t it, because nothing else seems to have changed (same products, same website, same pricing).

  • Aaron  

    I can tell they have spent good time and money on this rebrand and it looks really well done, it looks complete as if they have turned the whole business upside down and begun again. However I do not believe that this rebranding will have any effect on how customer service runs at Optus or any other telco for that matter. It may bring some new clients in but maybe they will only be there to replace the old ones who leave.

    • John  

      Hi Aaron,

      Couldn’t agree with you more. All the promises in the world get you signed up but that’s when the call centres moves offshore and the brand experience begins to deteriorate. I think maybe it comes down to volume – That they simply don’t have the capacity to service the number of customers they sign up – Perhaps as new players enter the market and force more competitions, they’ll actually turn to service as a first priority.

      • Aaron  

        Hi John,

        The issue that is then faced is the cost of entry to the market. Not many new entrants could afford to develop their own networks throughout Australia and with the collapse of ISPOne we are only going to see costs rise.

        The barriers to entry are just too high that I don’t see it ever shifting towards a service first priority, that is unless one telco actually takes the step and reinvests totally into quality of service, but can you ever see that happening?

        • john  

          Good point Aaron – I suppose the marketshare potential is just not high enough to attract oversees brands who would need to invest so much into infrastructure. Instead our brand choice will be about who we dislike least and the brands themselves will continue to spend more money on advertising and less money on service 🙂 Funny world we live in.

          Oh and by the way, the new Optus mascot’s name is Ollie (important stuff to know).

  • Don  

    I think this rebrand represents a trend lately of brands reducing the amount of elements in their logo and branding. RAC, TAB, Optus all recently rebranded and they have all significantly dropped the amount of elements in the brand. Anyone else see a coincidence that Google and Apple’s colours have shifted to softer tones, everything is about bold imagery, and content is simple one liners with easy to read font? And now a trend has evolved.. I’m a fan of it.

    • john  

      You’re right Donny. There’s no doubt a return to simplicity in shape, form, language and colour.
      For me it’s a response to the market craving for more authenticity, real-ness and personality.
      And of course, trending design – I see Google as leading the way to be honest.

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