Raitel Communication Services Company is the third nationwide mobile phone operator in Iran that provides SIM cards of the third and fourth generation mobile network. Rightel executives sought to create an identity that would be recognized as a different brand in the mobile operator market while showing the modern nature of the company and its services. So the main focus of Rightel’s branding was to create an identity distinction with the main competitors, i.e. Irancell and Hamrahe Aval.
In comparison with the first companion who had a government personality and Iransel’s teenage character, an exciting and energetic character was created for Raitel. In fact, in terms of personality and identity, Raitel should have been right in the middle of these two serious competitors. Because the audience group of the brand was made up of young business managers, who were different in terms of personality and character from the government managers of the first company or Irancell’s teenage customers.
The Rytel logo is designed with a minimalistic and completely abstract strategy. The logo consists of a combination of three circles, which indicates the third generation of mobile phones. One of the ways that made Rytel’s distinction more prominent was the use of purple color. The color of this logo is one of the avant-garde colors that have been chosen in Iranian graphics for government brands.
The philosophy of the logo is to show the personality of the brand. The circular Rytel logo coped well with this task and is successful in terms of form and simplicity. In addition, the logo has created a more modern atmosphere for Rightel. Another sign of the success of the Rightel logo is its purple color. Shortly after the unveiling of the new identity of Rightel, many people from branding activists and business managers used the term “purple Rightel”. Due to the boldness and deconstruction of this color in the mobile operator industry, it is as if a new color has been created that did not exist before.
After a few years, while Rightel and its brand and logo were completely fixed, the designers of the team noticed two very subtle flaws in the form of the logo. The logo was redesigned and the management of Rightel was also contacted to use the new logo. In the redesign of the new logo, while the problems of the previous logo have been fixed, the original identity of the logo has been preserved and the audience can still identify the logo easily. “Graphis” in New York.
