Truecaller has unveiled its new corporate brand identity, brand logo and app icon. The new look and feel of the brand makes it much more distinctive and instantly recognisable. Truecaller’s new brand identity was conceptualised along with brand consultancy Interbrand.
The new brand identity intends to help drive a change for users who are prone to vulnerabilities and increasing scams in the digital space. The tone of voice and colours of the redesign reflect the personality of the brand – trustworthy, straightforward and approachable.
“Today when brands are going out of their way to find their ‘purpose’, we don’t take lightly that we have purpose built into the core of our business. When we empower our users to take the right call, they in turn empower millions more by marking out fraud and spam calls. This flywheel of trust, powered by our 356-million strong global community, helps make communication a little safer every day. Our new positioning and brand identity is a reflection of this empowerment and trust,” said Ashwani Sinha, Vice President, Global Brand at Truecaller.
Talking about the new identity, Ashish Mishra, CEO, Interbrand India and South Asia, said “Brands are increasingly being built on new acts of leadership. In areas which concern the world and its people most. We found an opportunity in the pervasive disinformation that plagues our times. Truecaller perhaps is the best placed brand in the world to lead the empowerment of people, businesses, and communities through true information. Under this larger ambit of nobility laced with a touch of activism, lie the more tangible step ups of recognisability and smooth experience. A signature design system and UX audit to identify the experience gaps helped deliver these within the rebrand.”
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