Over the last 10 years, Tango became the top dog mobile operator in Luxembourg and became one of the most important brands in the Grand Duchy on a same level as national identities like Luxair, Luxlait, RTL, Cactus and a few other companies.

In their past positioning, Tango used to focus on innovation and competitiveness via an aggressive pricing strategy. After having merged to become Tele2tango, the brand stayed strong and dynamic. Due to the new partnership with Belgacom in 2008, Tango had to recreate its corporate identity in order to be fully integrated into the group in line with the brand values and promises of Belgacom without forgetting its own image capital.

The brief was very precise on the fact that the new Tango identity should adopt Belgacom's corporate guidelines. The challenge was to combine the competences and technological resources to local market environments. The new visual language of the brand is very clear and precise and communicates on the new values of the brand. Tango will no longer position itself  only as the cheapest provider on the market, but focuses on quality and efficiency of its products and the services.

The selected typeface is very close to the logo of Belgacom and gives the impression of Tango being a confirmed family member.

The 'smiley'-icon after the 'o' indicates the adherence to multimedia communication and symbolizes dynamism, development and expansion. The '))' presents a real playground for graphic designers to push the brand in a creative way. The baseline 'share your smile' becomes the wording for a friendly relationship between Tango and its clients as well as the communication between mobile users.

• Corporate identity
• Corporate guidelines
• Brand guardian
• Product and services advertising
• Multimedia adaptations
• Packaging