Dubai Consumer Mirror

Wednesday, May 24, 2006

Wind of Telco Change

It is not only a face lift - it is a major corporate overhaul.

The company's new slogan is centered around the word "Reach" or "Tawasal" in Arabic. This shift represents a new phase in the company's history along with a new culture that Etisalat is desperately trying to implant within itself that is centered around major themes such as Regional/Global Reach, Service Richness, Openness and Customer Experience. (yawn)

From a creative POV, its obvious that Etisalat is trying to create an overwhelming semi-heart shaped 3d organic green customer friendly look 'n feel. Yet, they still want to maintain their enterprise presence with the use of corporate gray in the Arabic/English text.

Needless to say, its about friggin time ...


  • Amazing what a little competition will do, isn't it? :)

    Next they will get the Slogan: "Etisalat, tawasel nass"

    Then, the UAE will somehow buy Nokia...

    By Blogger Herlock Sholmes, at May 24, 2006 at 10:35 AM  

  • It looks just like the letter "D".

    And the colours remind me of a cabbage.

    By Blogger secretdubai, at May 24, 2006 at 11:13 AM  

  • at least they can keep the ghastly green stripe on their cars.

    It looks like a heart gone wrong.

    It kind-of reminds me of an alien ear. Something sci-fi.

    It is a blob of snot. That is it.

    By Blogger CG, at May 24, 2006 at 2:35 PM  

  • I think that a change in name would have been better suited. I preferred the old 'emirtel'. I never got used to etisalat.

    By Blogger CG, at May 24, 2006 at 2:36 PM  

  • do u think this is for real or just to shut people off for a few months?

    By Blogger BuJ, at May 25, 2006 at 12:47 AM  

  • i quite like emirtel.. much nicer ring to it..

    i think we still have an old fone at home with emirtel on it :)

    i had to type this word verification thingie twice coz obviously i cannot read properly.. have u considered turning it off?

    By Blogger BuJ, at May 25, 2006 at 12:48 AM  

  • sorry, i have misplaced you address.....
    pls leave reply here

    By Blogger kaya, at May 25, 2006 at 11:26 AM  

  • dubaimirroratgmail

    By Blogger moryarti, at May 25, 2006 at 6:52 PM  

  • I also have an old emirtel sits proudly on the back porch of my parents house in a very remote area of Australia. It lives outdoors and has been exposed to all the elements, including a mini-tornado and STILL works!
    Once they changed their name to Eatshite and started buying sub-standard equipment and don't forget about their illusive dreams of nationalisation, everything fell apart (quite literally).

    Whoever it was that got fired all those years ago should be brought back in, their service used to be second to none a few decades ago.

    By Blogger CG, at May 26, 2006 at 1:30 PM  

  • Too close to a hundred other contemporary 'petal' logos, I think. Even the Fortune group in UAE has a similar shaped logo. To go with a trend without making business sense can backfire.

    By Blogger Woke, at May 29, 2006 at 2:28 PM  

  • ok, never heard of 'emirtel'.

    By Blogger Harsha, at June 17, 2006 at 9:31 AM  

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