congstar, Deutsche Telekom's new, competitively priced broadband and mobile telecommunications subsidiary received a clearly differentiated brand identity to capture the attention of a young, price conscious audience.
Putting together a telecommunications package from congstar and selecting one of congstar’s service offers is as simple as ordering fast food. The claim, "You want it. You get it." underlines the simple, individual product service offers. Likewise, design elements borrowed from the fast food world create an easy to recognize visual identity. The striking and deliberate use of black sets a strong contrast to the colors typically used by the fast food industry thus creating an easily distinguishable difference.
The result is a young, lively, urban identity, which clearly stands out amid the strongly competitive market.
Others seem to agree: congstar won “Silver” in the award “Gute Gestaltung/ Good Design 2008” organized by DDC (Deutscher Design Club) German Designer Club, was nominated by the Designpreis der Bundesrepublik Deutschland (Design Award of the Federal Republic of Germany 2009), and awarded at the 11. Corporate Design Preis.