Led by this strategy, we designed a new identity for the newly renamed Surf Internet. Aligned with the vision for the brand refresh, we proposed this new name that’s more modern, clear, and customer-focused. It’s also scalable for the future, balancing the existing wireless business with a forward-looking focus on fiber-optic efforts.
Elevating the familiar, we updated the legacy color palette to lend a more contemporary and dynamic look. Inspired by much more than a wireless connection, the mark inserted in the logo evokes light in the way it bends and represents both stability and growth. That same logomark can expand to become a malleable shape as a graphic or photo mask. Turned upside down, it becomes a smile that can be used to convey brand personality. We also created an animated logo with sound design to give Surf a custom mnemonic.