Thus

It was the biggest project we had ever undertaken. Scottish Telecom was looking to re-brand and about to announce an IPO.

Scottish Telecom had been created in 1994 but was now perceived as a fragmented group of companies under an umbrella brand. The new brand had to reflect a new integrated perception. One company, one team, speaking in one voice.

So, goodbye local telecom and call centre provider, hello mister international corporate digital telecommunications solutions company.

What a challenge.

First we had to create a brand name that was modern and memorable and then to devise an appropriate brand mark to put a face to the name. How did we do it? We let it be Thus.

So why Thus?

Thus is a simple formal adverb, meaning 'in this way' or 'therefore'.
It is bold and simple. It's memorable and won't easily date. Perhaps most importantly, it is accurate and appropriate for an innovative solutions company. It suggests that the solutions that the company are offering are the right ones. They should be like thus.

We then created a unique company typeface and a triangular, three dot mark. This mark, appropriately represented the mathematics therefore sign.

The brand launched three months later and the impact was a 400% increase in share price.

And so it was Thus.

Have a look at the communications campaign that launched the brand and announced the IPO in our Archive