New logo: TeliaSonera

This article was originally published on May 12, but seems to have moved to May 17 after the Blogger crash.

Today, May 12, TeliaSonera, the incumbent telecommunication company in Sweden and Finland, launched of a new corporate identity. The identity was created by Landor. It has been used in several Eurasian markets since 2009, but this brings the identity to the corporate level and implements it on consumers brands in the Nordic and Baltic coutries.

The new identity has purple as its signature colour. It should be modern, warm and lively. It also distinguishes TeliaSonera from other mutlinational telecom corporations. The new mark is a pebble with white lines, a symbol for "trust, reliability and strength".

TeliaSonera was formed in 2002 from the merger of Telia from Sweden and Sonera from Finland. Both companies where created around 1993 when former government monopolies where turned into limited companies (Sonera was known as Telecom Finland in its early years). The governments of Sweden and Finland still maintain high ownership stakes in the companies.

Previous logo.

When the companies merged in 2002, a simple wordmark was created as a corporate logo. All consumer-facing brands maintained their previous looks and identities without any reference to the parent company.

The new corporate identity means most brand logos are replaced by generic ones with the new symbol, although the individual names will remain.

The new look was launched for several of the company's assets in the Nordics and the Baltics simulatenously with the corporate brand. Many assets in emerging markets outside those areas have already used the new symbol for some time. TeliaSonera claims it to be 18 different brands that have united under one common identity.

The following brands got the new look today