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UPDATE UK ISP Be Broadband Unveils New Brand Identity

Posted: 23rd Jul, 2009 By: MarkJ
Back in February we reported that UK ISP Be Broadband ( O2 ) was planning to re-vamp the providers image (original news) by moving away from its quirky 'purple star with human heads on top' roots. Today the provider has revealed its new look, which if our first impressions are anything to go by, could deeply divide opinion.

Yes, gone are the odd purple stars with an otherwise professional looking website and in comes.. well, we're not quite sure how to describe it :baffled: .

be broadband revamp

The provider states that its re-brand is a result of commitment to involving members in the business that they rely on. Centred around the theme Create The New, BE holds that its new identity is the product of a thorough member engagement process, and will put its community at the heart of future operations.

We certainly like the idea of "giving [members] more control of policy and creative content", but one has to wonder whether the outcome was worth it. BE's new site is somewhat unappealing to the eye and looks not unlike an amateurs first attempt at CSS web design. Still, it can only get better.

Felix Geyr, CEO at BE, who led the new brand identity launch, said:

“The brand idea is a call to arms, aimed to drive our members to be bold, provocative and inspiring, mirroring the co-creation, user-generated content and social networking aspects of the evolution of internet use.

“In a world of corporate control, we are trying to understand how a peer-to-peer relationship between members and the business can work. The end result has come from a process of speaking to our members.

“Our new identity’s artwork is stripped back and raw, providing the platform for members to express themselves, something we know they already do across the web.”

We will certainly be interested to see how the new outlook works in practice and hope that which exists today will begin to look much better in the future. The comments are open for all to give their polite thoughts on the new look.

UPDATE @ 13:39pm

Some interest news on the Be Usergroup page about how the initial launch of their new and rather ugly site also revealed some customers "addresses, telephone numbers and invoice amounts and in a few cases.. names on their account details screen." It's fixed now though, well the security breach is.. the terrible design remains.
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