{"id":555655,"date":"2024-08-15T17:37:50","date_gmt":"2024-08-15T15:37:50","guid":{"rendered":"https:\/\/mybroadband.co.za\/news\/?p=555655"},"modified":"2025-02-24T13:38:58","modified_gmt":"2025-02-24T11:38:58","slug":"cell-c-unveils-new-logo","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/cellular\/555655-cell-c-unveils-new-logo.html","title":{"rendered":"Cell C unveils new logo"},"content":{"rendered":"\n

Cell C unveiled its brand refresh at a big bash held at its headquarters on Thursday.<\/p>\n\n\n\n

Speaking about their approach to the rebranding, Cell C chief marketing officer Melanie Forbes said that the company didn\u2019t have an awareness problem.<\/p>\n\n\n\n

In terms of recognisability and familiarity, South Africans are very aware of Cell C.<\/p>\n\n\n\n

Forbes said the company\u2019s problem is consideration. To tackle that, they focused on changing the narrative around their network and service quality.<\/p>\n\n\n\n

However, for that to be successful it couldn\u2019t just be talk \u2014 customers\u2019 experience on the network actually had to improve.<\/p>\n\n\n\n

Forbes gave a nod to Cell C\u2019s network team and chief technology officer Schalk Visser.<\/p>\n\n\n\n

Regarding the cost of a rebranding, Cell C CEO Jorge Mendes said even though they are be careful with their spending, marketing remains important.<\/p>\n\n\n\n

\u201cPeople not from a marketing background think this is wasted money. Marketing is the first budget that\u2019s cut \u2014 and that\u2019s a mistake.\u201d<\/p>\n\n\n\n

The rebranding comes amid a larger overhaul at the company following its second recapitalisation<\/a> in September 2022.<\/p>\n\n\n\n

Following the recapitalisation, Vodacom veteran Jorge Mendes took the reins at Cell C.<\/p>\n\n\n\n

\u201cOne of my biggest ambitions from the start was to build and foster a great, inclusive culture and team spirit,\u201d Mendes said.<\/p>\n\n\n\n

\u201cAn amazing culture will help people navigate both good and bad days.\u201d<\/p>\n\n\n\n

Mendes said a critical focus was fixing the basics in Cell C\u2019s core business.<\/p>\n\n\n\n

This included addressing operations and structures, understanding the financial position, and identifying key business drivers.<\/p>\n\n\n\n

\u201cThis has enabled us to drive high performance rigorously and focus on returning to profitable growth, which remains high on our agenda,\u201d he said.<\/p>\n\n\n\n

\u201cIt was also important to stabilise leadership and hire the best professionals in the field with the technical competencies to deliver.\u201d<\/p>\n\n\n\n

\"\"
Cell C logo unveiling<\/figcaption><\/figure>\n\n\n\n

Mendes has appointed a whole new executive team since taking the reins.<\/p>\n\n\n\n

He began with Rachael Ayo-Oladejo, who was announced as chief of staff for strategy and business transformation soon after Mendes took over.<\/p>\n\n\n\n

That August, he hired chief marketing officer Melanie Forbes.<\/p>\n\n\n\n

Both women had been at Vodacom for over ten years \u2014 just like Mendes.<\/p>\n\n\n\n

Then, in 2024, Cell C appointed several new executives in February, March, and April, most of them originally from Vodacom.<\/p>\n\n\n\n

Prior to bringing Mendes in as CEO, Cell C embarked on a massive network restructuring project that saw the company outsource the operation of its radio access network (RAN).<\/p>\n\n\n\n

MTN builds and maintains a \u201cvirtual RAN\u201d for Cell C\u2019s prepaid and mobile virtual network operator (MVNO) clients, while Cell C\u2019s postpaid customers roam on the Vodacom network.<\/p>\n\n\n\n

MVNOs using Cell C\u2019s services include Capitec Connect and FNB Connect.<\/p>\n\n\n\n

This is also not Cell C\u2019s first rebranding.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Cell C launched in 2001 with a logo consisting of black-and-white text on a red background and the tagline \u201cC for yourself\u201d.<\/p>\n\n\n\n

The brand lasted until May 2010, when Cell C underwent its first major network refresh and switched to a logo featuring the letter C within a circle \u2014 much like a copyright sign.<\/p>\n\n\n\n

The company took its corporate colours from the South African flag, and its tagline changed to \u201cThe power is in your hands.\u201d<\/p>\n\n\n\n

In 2018, Cell C dropped its black-and-white logo with multicoloured underline for one with a new font and orange background.<\/p>\n\n\n\n

Cell C told<\/a> MyBroadband at the time that orange is an \u201cunowned and vibrant\u201d colour that will help it stand out from the crowd and that the move was part of evolving its brand identity.<\/p>\n\n\n\n

\u201cIt represents the newly-invigorated Cell C culture and shows the energy that we bring to our products and services,\u201d the company said.<\/p>\n\n\n\n

Cell C also changed the slogan again, this time to \u201cConnect your way\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cell C unveiled its brand refresh at a big bash held at its headquarters on Thursday.<\/p>\n","protected":false},"author":15,"featured_media":555670,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sma_x_autopost_status":"idle","_sma_x_autopost_error":"","_sma_x_post_id":"","_sma_facebook_post_id":"","_sma_instagram_post_id":"","_sma_threads_post_id":"","_sma_x_attempts":0,"footnotes":""},"categories":[14],"tags":[355,58256,88258,70359],"class_list":["post-555655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cellular","tag-cell-c","tag-jorge-mendes","tag-melanie-forbes","tag-schalk-visser"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/555655"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=555655"}],"version-history":[{"count":7,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/555655\/revisions"}],"predecessor-version":[{"id":583842,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/555655\/revisions\/583842"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media\/555670"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=555655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=555655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=555655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}