Welcome to our Brand Strategy.

Our Vision: Empowering digital life

A1 becomes international

With A1 going international, we write a little bit of company history. We need to make sure, that our brand develops in a strong and consistent way – to our customers and to our employees.

This is our clear objective with the brand. Everybody who is working with this brand plays an important role in achieving this success. Therefore, it is important that you know the brand, understand it and are inspired by it.

Empowering digital life.

Life in a digital age confronts us with complete new challenges. Digital technology offers fascinating new possibilities, enrich our daily life, but make it more complex as well.

Brands became even more important: they offer orientation, they create identity, transparency and simplicity. At each interaction and each touchpoint. A good end-to-end customer experience decides about sustainable success.

Building the brand across all customer interactions and touchpoints.
  • Core products and propositionsHow might brand inspire or impact core products and propositions?
  • CommunicationHow might brand inspire communication that delivers the brand promise rather than just announcing it?
  • Added value servicesHow might brand inspire or influence additional services to enhance the value around consumption or usage of the core offer?
  • Customer journey expierenceHow might brand inspire a smoother, more pleasant customer experience throughout the complete customer journey?
Our guiding principles

To execute our strategy we follow in the complete A1 Group our internal guiding principles in all activities:

  • Team
  • Trust
  • Agility

We are building a brand for the life in a digital age.

A brand for the life in a digital age has to excel in all areas of customer experience.

A brand for the digital age has to excel in all areas of customer experience.
  • Services and platforms
  • Customer service
  • Internally
  • Stories
  • Channels
  • Propositions

Our brand pillars

The areas of focus for excellence and innovation.These are the fundaments for our brand promise.

1. Connecting people, places and things

In the age of connected everything, people, objects and places we strive to redefine the meaning of connectedness to shape an ever evolving world of possibilities and experiences.

Constant work on our infrastructure, on our network, with the new entertainment services, connectivity and smart technology we ensure the best customer experience.

2. Solutions that enrich life in the digital age

We are committed to delivering meaningful solutions that meet the current and emerging needs of our customers so they can experience work, play, creating, and sharing in a more connected way, on their own terms.

We eant to excel in on-demand entertainment at home, integrated business solutions and useful platforms in all customer segments.

3. Delivering a total customer experience

The end-to-end customer experience is a journey where we strive to deliver service and user experience excellence in all interactions. We are committed to using our knowledge to anticipate customers’ needs, facilitate interactions while eliminating pain points and complexity.

With the best customer service from search to purchase, form installation to activation, in each single interaction – online and offline – we make this happen.

Our three brand pillars are:
  • Connecting people, places and things
  • Solution that enrich life in the digital age
  • Delivering a total customer experience

Our brand promise

The benefit we promise and deliver to customers.

Connecting people, places and things to enrich the experience of work, life and play.

From Tariff plans and bundles to ideas, games, entertainment. From solutions for a smart home to M2M and cloud solutions for your business.

Connecting people, places and things to enrich the experience of work, life and play.

Productivity tools, Connected workforce, Collaboration resources, ICT solutions , Data and information security, Support, inspiration and ideas through content.

Connecting people, places and things to enrich the experience of work, life and play.

Entertainment and content, Personal productivity and life management tools, Learning platforms, e-Gaming just for fun, Health and wellness platforms.

Our brand character

How we want to be perceived by customers and society?

Forward looking

We are curious about people, the world and technologies to move us all forward. We aim to be a step ahead. We are aiming for thought leadership.


We care for our customers. We are observant and perceptive about needs and expectations to deliver additional benefits through meaningful innovation. So we get desirable.

Full of Life

We live in times, full of potential and possibility. We convey a positive spirit, a contagious energy and a refreshing ‘can do’ approach to life, work and play. We are energetic.


As our services become a more indispensable part of life, we strive to be someone who our customers can trust and confidently rely on to deliver what we promise.

This is how we want to be perceived by customers and society.
  • Forward looking
  • Attentive
  • Full of life
  • Reliable

Our brand essence

This is our central brand idea. It is the unifying thought for our customers, partners and you, the team.

Shape the experience
YOU want to live.

  • Experience is the new luxury, surpassing ownership as an aspiration.
  • Digitalization has simply enabled us to experience more, online and offline.
  • Customers want and do experience work, play, creating, and sharing in a more connected way, on their own terms.
  • Experience is memorable and it’s what people talk about.

Our Brand Design

Our design system reflects the dimensionality
of life in the digital age.

Our brand - distinctive and playful

Six basic elements provide a unique „look and feel“ across all A1 communication. It is important that each of these elements is consistently used.

1. The A1 Logo family

Our distinctive logo fulfills the needs for multiple applications. The logo system consisting of a corporate logo, product/service related logos and local solutions showing local flavor.

2. Colors

We use Hot Red as our main brand color, a palette of greys for differentiation purposes and Cool Blue as a tertiary accent colour.

3. Typography

Our typefaces act as a kind of handwriting that reveals a great deal about the character of our company. That is why we have developed our own corporate typefaces: A1 Serif and A1 Sans.

4. Image Style

Photography is a clear expression of our brand’s values. It is authentic, natural and lively.

5. Design Principles

Our design principles help us to create memorable experiences across all touchpoints – it is what people talk about.

6. Sounds and Motion

Sounds contribute to the overall „brand experience“ as an audible signature: the sound logo, the brand theme, various ring tones and telephone loops.

The six basic elements to provide a unique "look and feel" across all A1 communication.
  • Logo system
  • Colors
  • Typography
  • Image style
  • Design Principles
  • Sound and Motion

Our Local Strategies

The local brand strategies are only available for A1 employees.

Welcome to our great brand. Only together we can make it a success!