Here is what distiguishes us from others

1. the Orange brand
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2. the Orange brand
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a short history of
Orange time…

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the story of the Orange
brand began in
1993

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1993

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the world was changing

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there was something
new called email

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the internet was about
to rule our lives…

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and soon, your fridge
would order your milk

9. the Orange brand
people were a bit anxious about the future
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what was coming next?

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there were phones
without wires

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but they weren’t
for everyone

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they were confusing,
complex, inflexible and
very expensive

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and technical jargon
was everywhere
the Orange brand

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meanwhile, there was a small network
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called…

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but it was failing

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Rabbit’s owner, Hutchison Whampoa,
based in Hong Kong …
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18. the Orange brand
… sent a team to the UK
to close it down
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leading that team was a
man called Hans Snook
who worked in their
pager division

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he had a different idea

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what if mobile phones
were for everyone?

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what if they were simple
and easy to understand?

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what if there was a
company that put people before
technology?

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a company that was …

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friendly
honest
straightforward
refreshing
dynamic

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that spoke to customers
in a human way

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hello

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and had a name that was warm and friendly
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and then on 28 April 1994

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Orange launched…

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more than just an
more than just an
iconic ad
iconic ad

34. the Orange brand
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per second billing
1 year’s free insurance with
2 hour handset replacement
5 simple tariffs and no charge to switch
between them
up to 60mins of inclusive calls

35. the Orange brand
the Orange DNA
Orange is an optimistic, human brand that believes
in a better future, today, where we help everyone
to communicate, interact and collaborate more.
We focus on the benefits for people, rather than the technology. We deliver
reliable service and create simple experiences that are as friendly, honest,
straightforward, refreshing and dynamic as possible.
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