SIGN 2000 Connects to O2

Arguably, O2 is one of the most recognisable brand names in the UK thanks to its extensive customer base in the mobile phone market. However, the 02 empire extends far beyond the UK comprising mobile network operators in the UK and Ireland, along with integrated fixed/mobile businesses in Germany, the Czech Republic (Cesky Telecom), the Isle of Man (Manx Telecom) and the latest one being in Slovakia (February 2007). It also owns 50% of the Tesco Mobile and Tchibo Mobilfunk joint venture businesses in the UK and Germany respectively. In addition, the group includes O2 Airwave, which supplies secure digital communications to the emergency services and other public safety organisations.

O2 has its headquarters in Slough, UK, and has more than 36 million customers across Europe. It is owned by Spanish-based telecommunications group Telefónica S.A.

The combined entity is the second largest global wireless operator outside of China, in terms of active subscribers, with more than 116 million mobile customers. In addition, the combined group is also the world's second most valuable telecom operator with an enterprise value of €120 billion.

In the 12 months ending 31 March 2005 Group pre-tax profit more than trebled to £309 million.

As part of a corporate identity revamp, O2 determined to redesign their chain of retail outlets in the UK - a total of some 300 stores. As their current High Street corporate identity had been in existence for at least three years, O2 felt that it was time it was updated to reflect the larger and more dynamic organisation that the business had become.

02 appointed Gleeds as their project management team and set about organising a competitive tender for the allocation of contracts to rebrand their retail outlets to their new design specifications devised in association with their agency VCCP.

Sign 2000 of Paddock Wood in Kent was one of a handful of sign manufacturers and installers invited to submit bids and, following costing proposals, face-to-face interviews and the supply of prototypes, found themselves awarded the contract. As the bidding process was under way news came that 02 had purchased ‘The Link’ business leading to another 97 retail sites needing to be rebranded to 02’s corporate identity.

O2’s decision to go with Sign 2000 was based on a number of factors, explains Debs Boyd-Evans, O2’s Store Design Strategy & Delivery Manager, “There were four key areas for us”, she explains. “Consistency in the quality standards of the signage – particularly with reference to the print process of our bubble property. The ability to meet our break-neck pace roll-out schedule…and, of course, cost - without compromising quality. Service was important to us – we know that we can only roll-out such aggressive programmes if we have the suppliers to support us. We look for this high level, total commitment support in all our suppliers.”

“With Sign 2000”, continues Boyd-Evans, “the service proposition offered by them appealed greatly to us – we could see that there was a commitment there. We also felt in the face-to-face meetings that these were people who we could do business with and work well with.”

With these testing standards to live up to Sign 2000 quickly arranged surveys of all the sites including the additional 97 The Link outlets and submitted their design proposals. Following comments from 02 and their project management team, modifications were made and a final design agreed.

The new 02 corporate identity features the familiar graduated blue background with oxygen bubbles digitally printed. All High Street outlets have a fascia integrated projected sign. Units located in Shopping Centres have a different treatment with the ‘02’ name placed at either end of the fascia with a slight curve where it is a short length and where it is longer, the curve is in the middle of the sign over the entrance to the store.

The back and face boxes are constructed from fabricated aluminium. The’02’ text is made from routed-out letters pushed through 20mm of clear acrylic with flame polished edges and applied with 3mm opal acrylic. The bottom edge of the box is painted light blue. A digital print runs from the top to the bottom and comes round the face of the projected sign. This is printed as a single piece.

‘Testing’ might be an understatement as to the hectic nature and logistical complexity of this project but O2 found that Sign 2000 rose to the challenge and completed on time and within budget to enable the company to capitalise on the key trading periods vital to its business.

As Debs Boyd-Evans concludes, “Sign 2000 came on board at a very busy time for us and certainly hit the ground running, assisting us in rolling out a very aggressive programme on time and to budget. Now that we have finished this programme Sign 2000 are even helping us with our general signage maintenance programme.”