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2003


1992

"Belgacom is all too frequently still seen as a company which is too bureaucratic, distant and focused on traditional telecommunications activities." said CEO John Goossens on the 10th anniversary of the former monopolist state-owned company RTT (Belgian Telegraph & Telephone company). He would use a large-scale change project to give the telecom company a strong and more modern image, and revitalize its internal culture.

On 2 April 2003, Belgacom launched the "SURF" programme: a new identity, a new vision, a new working method and a new corporate culture, all designed to give the customers a new, fresh experience in their dealings with Belgacom. The SURF programme is based on 4 cornerstones --  greater simplicity (Simple), added motivation (Uplifting), increased reliability (Reliable) and originality (Fresh), hence the name.

At the same time a new logo was introduced. The robot face, the old 1992 logo, had been perceived for some time as too cold and not very human. It also represented only speech telephony, while internet and data communications have been taking on an increasingly important role for Belgacom.

The new logo, with the sunburst behind the O, expresses the brand promise - “Brand New Day” - developed by Landor and Belgacom to position the company as bright and optimistic and to help cultivate internal change. In order to align daily employee behaviour with the new brand values, the company organized an individual training day for each of the 19,000 employees. Tom Vanderbauwhede

Landor

Submitted by: Tom Vanderbauwhede, 11/03/2007
Status: Estimated by Tom Vanderbauwhede
Category: Fixed Line Telecommunications
Country (HQ): Belgium