Established in 2010 as the parent company for Orange and T-Mobile, Everything Everywhere is the UK’s largest communications company, providing mobile and fixed-broadband communications services to more than 27 million customers.
In 2012 the UK mobile industry was facing some big challenges. The market was disrupted and commoditised, people were spending less, and worst of all, they’d stopped caring about their network. Everything Everywhere came to Wolff Olins asking what an all-new, game-changing brand could do. Together, we created EE. A brand to show everyone in the UK how the magic of technology can make the everyday better. If you ever thought you couldn’t do this or couldn’t do that, with EE, “Now You Can”.
EE, the new network for your digital life, is brought to life through the “Smart Layer”. The Smart Layer is made up of a grid of particles—the tangible expression of the network. They are the basis for the core elements of the visual expression: the logo, the typeface Nobblee, and iconography. They are smart because they react and respond to the user in useful ways.