Telecoms provider Giffgaff refreshes UK brand to “set us up for our next chapter”
Mobile operator and broadband provider giffgaff, which is controlled by Telefónica UK (part of the VMO2 Group), has begun the first stage of rolling out a new brand refresh across their website, app and email campaigns as part of an effort to “set us up for our next chapter and signal where we’re heading“.
The telecoms provider points out that they’ve gone through a lot of changes over the past year or so, including launching contract-based mobile plans and expanding into fixed broadband via the full fibre networks of nexfibre and Virgin Media. Suffice to say that they feel now is the right time to update their website and brand to better reflect this expansion.
At present they’ve only revealed their new logo (pictured), which to us looks to be just a subtle twist on the previous one, albeit with some slight changes to its font, boldness and there’s now also a “signpost built right into the last ‘f’ to mark our direction forward“. We can apparently also expect to see greater use of the colour green alongside their existing black and white theme, but this doesn’t show in the new giffgaff logo.
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Company statement
“We’re not changing what we believe, just how clearly we show it. This refreshed look is all about evolution.
Over the coming weeks, you’ll start to see our new look roll out across our website, app and email campaigns. All of the changes I’ve mentioned will happen gradually and you will start seeing them first next week, alongside our Black Friday campaigns, as we’ll be able to catch more eyes and bring attention to our new look (as well as our hot and fair deals).
The changes will continue to roll out throughout the rest of the year and into 2027. Credits to insertfloppydiskhere for spotting.
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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The 5GB sim only is still more than what I am paying with Smarty.
Is that despite the signpost built right into the last ‘f’ to mark their direction forward?
I don’t think the lowest paying people are their target market. They want to attract customers who they can develop, sell them phones on contract, home broadband etc.
Their prices are expensive outside of offers realistically. I have 29GB for £6 with a couple of offers but offers only seem to last up to 18 months.
Forget the pritty websites, giffgaff still need to work on the connectivity.. they claim 5G but unless your in a major city the data and call connectivity is very poor
That’s more of an O2 issue? I haven’t made any proper calls through my SIM but quality seems fine and data performance is generally fine (reaching up to 500mbps or so in a few areas here).
They are a virtual network, 5G connectivity, etc is all down to O2
Fun fact: GiffGaff were actually started by o2. It has always been Telefonica owned and well, now, it’s part of the VMO2 group.
If only the new look could include not closing down two complaints when I’ve explicitly said the complaints are not resolved. Even contacting their CEO has not resolved this. I guess it has to be Ofcom. What a shambles. The gap between theor strapline and reality is beyond yawning.
Still no luck on the ability to easily move from Virgin to Giffgaff without cancelling first which was rumoured for Oct 2026. Still a few days left so we will see!
We’ve been with them over a decade and the prices on the website are not truly reflective of the deals they offer existing customers. I am on £10 a month on a rolling (non contract) which is 20GB data, but I actually get 60GB as an existing customer. My partner is on the same 60GB deal
I don’t take any notice of the connectivity saga people go on about. I live in a rural area and they are the only signal we have here. We can get a faint Voda signal and EE is non-existent. The Voda signal is so faint that my smart electricity meter can take a few days to send the signal as it uses Vodafone 4G