Design Refresh

What you need to know

The world has changed, so did the company, so our design should as well. As communication and interaction of A1 becomes increasingly digital the A1 Brand Design needs to grow in this perspective. 

We improved

the flexibility of the A1 design to respond to its various communication needs in all Opcos.

the handling of the A1 logo to enable identification of the A1 logo across the entire user journey.

the use of colour to stand out in a dense digital environment.


All A1 Logos have been optimised to work harmoniously with the design elements and in all channels, offline and online. The logos are all freed of their white box and the Red A has been optimised for digital use. The new options for logo landscapes offer a wide range of creative solutions and designs to make A1 stand out even more. 


One of the main topics of the re-fresh is opening up the colour palette available for all types of implementations. We see more shades of Red, new secondary colours and the usage of gradients. We also introduce some ideas to work with transparency and opacity to come to different hierarchies and levels in the designs. 


We have created 5 photographic categories, each fulfils a specific purpose. All of our photographs can be used not only with our typography and disruptors, but also for our logo landscapes. Ensure when choosing photography it is also done in a thoughtful and purposeful manner, it should always tell a concrete story and emphasise the message we are trying to promote.

Icons & Illustrations

We optimised functional icons for digital use and introduced illustrative icons to support the communication of concepts and various types of content. We also tackled the topic of illustrations and illustration styles. We want to be bold, distinctive and clear, but also offer options for easy and efficient implementation where needed. 


Typography is integral to our identity, it’s how we visually present the voice of A1. It’s how customers navigate through our communications. In order to cover all fields, we use typography functional as well as expressive. Don’t underestimate the power of a great message beautifully set in our typeface, sometimes that is all you need.

How far can you go?

As you have seen above, we added a lot of ideas and concepts and some of them might seem a bit “over the top”, bold, inappropriate for use in your department, business unit or product. The Design refresh aims to be a source of inspiration and can be applied in various ways, and to various extents. We call it the bandwidth of implementation. 

A few examples below …

How and when do we implement the Refresh?

This depends on local and strategic priorities, as well as on available resources and budgets. Most of the new design assets and guidelines are available now and the Brand Portal will be updated regularly. But! Before usage and implementation please check with your local MarCom department regarding the local roll-out timing. 

Any questions?

Your local MarCom department is your main point of contact. 

We – the A1 Group Brand Team – are in continuous contact with them and will guide you all through the design re-fresh and provide additional support where needed. 

The refresh aims to introduce and transport new design ideas and concepts which could be applied across various media, channels and products. The re-fresh is a source of inspiration more than a strict set of guidelines.

Let's get inspired!