Strategic rebranding positions Macquarie Telecom for the future
Macquarie Telecom has unveiled a new name and look designed to better
reflect the company's unique positioning in the ICT convergence
marketplace. A nationwide brand awareness campaign using the new look is
scheduled to be rolled out in 2005.
 “The
new identity is part of our evolution from a telecommunications carrier to
a provider of converged communications and data solutions,” said Macquarie
Telecom national marketing manager, Denis Rowe. “Macquarie Telecom offers
business and government customers the potential to integrate their voice,
data, mobile and hosting requirements and the new brand identity helps us
more effectively communicate this.”
Combined with the new Macquarie Telecom Metro Access Network, the new
brand firmly places the company at the forefront of the convergence
marketplace.
As part of its corporate evolution, the name Macquarie Corporate
Telecommunications has become Macquarie Telecom and its old logo has given
way to four overlapping circles representing the company's unique ability
to integrate voice, data, mobile and hosting technologies.
The culmination of six months work with brand agency, Landini
Associates, the new brand positioning and visual design system includes
corporate identity, environmental graphics, website and application of the
brand across all marketing and printed collateral.
Macquarie Telecom analysed market trends and directions and spoke with
customers about their communications requirements prior to undertaking the
rebranding. The results of the research, combined with an evaluation of
the industry's path to convergence, played an important role in the
development of the new brand.
“Customer needs such as manageability, transparency, consulting and
reduced costs have moved us into an era of integration where voice, data,
mobile and hosting converge,” said Rowe. “Macquarie Telecom is in the
unique position of being able not only to effectively meet all these
needs, but also encircle them with a high level of security and total
accountability.”
Encompassing these product and service offerings, the new logo
reinforces Macquarie Telecom's ability to be flexible, adapt to change and
to deliver tailored, creative business solutions. | 
