Orange brand – creation and launch

In 1994 Orange launched into an already crowded UK marketplace. We needed to differentiate ourselves from the other three players in order to succeed.

Before launch, a team of people from Orange (then called Hutchison Microtel), corporate identity specialists Wolff Olins, and advertising agency WCRS set about creating the brand. The vision was to be the most personal telecommunications company in the world, and to be honest and open in dealing with customers and employees alike.

Our firsts

first for service

At Orange we are dedicated to providing a quality service, putting the needs of our customers at the centre of everything we do. Since our launch we have achieved many industry firsts through providing new products and services as well as technical innovations. Please select from one of the options above to find out more.

first for innovation

ISDN Access and X.25 Access and direct internet access (Orange, 1996)

a ''tree'' mast (Orange, 1997)

conference calling (Orange, 1997)

an Answerfax service (Orange, 1998)

a daily talk plan, Everyday 20 (later Everyday 50) (Orange, 1998)

vocal email delivery (text to speech service) (Orange, 1999)

voice recognition technology - ''Wildfire'' (Orange, 1999)

a commercial WAP service (Orange, 1999)

High Speed Data service, (using HSCSD or high speed circuit switched data), providing users with data speeds of up to 28.8 kbps -(Orange, 2000)

Mircrosoft corp. and Orange SA launch the first Windows Powered Smartphone (Orange, 2002)

first for value for money

per second billing (Orange, 1994)

first year's insurance free, extended warranty and a 14 day money back guarantee (Orange, 1994)

itemised billing free of charge to all customers (Orange, 1994)

Enhanced Full Rate (Orange, 1998)

a Network Performance Promise (Orange, 1998)

the Orange Value Promise (Orange, 1998)

choose your own off peak prepay tariff (Orange, 2000)

Global flat rate for international calling (Orange, 2001)