Tuesday, 27 June 2017

Friday Review: Particle physics

By Mary Lennighan, Total Telecom
Friday 14 September 12

U.K. mobile operator goes dotty with rebranding exercise as iPhone 5 grabs the world's attention.

In case you were wondering, the dots that make up the new logo of recently rebranded U.K. mobile operator EE are not dots at all. "The dots, or as we call them, particles," are a visible representation of our network, Steven Day, chief of brand and communications at EE – formerly known as Everything Everywhere – explained to a crowd of journalists earlier this week as the company presented its new identity. "Our particles are a tangible representation of our network," he insisted, playing a corporate video that showed masses of the aforementioned particles flying around London. It was clearly supposed to demonstrate EE's LTE network – due to be launched "in the coming weeks", as we were frequently reminded – and its associated capabilities permeating the lives of those living in the nation's capital. Unfortunately, the effect was more 'bad case of giant dandruff' than it was 'high-speed mobile network'. If EE's video clips are to be believed…

In case you were wondering, the dots that make up the new logo of recently rebranded U.K. mobile operator EE are not dots at all. "The dots, or as we call them, particles," are a visible representation of our network, Steven Day, chief of brand and communications at EE – formerly known as Everything Everywhere – explained to a crowd of journalists earlier this week as the company presented its new identity. "Our particles are a tangible representation of our network," he insisted, playing a corporate video that showed masses of the aforementioned particles flying around London. It was clearly supposed to demonstrate EE's LTE network – due to be launched "in the coming weeks", as we were frequently reminded – and its associated capabilities permeating the lives of those living in the nation's capital. Unfortunately, the effect was more 'bad case of giant dandruff' than it was 'high-speed mobile network'. If EE's video clips are to be believed…

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