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History of the TIM brand

02/19/2015 - 00:00 AM

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Right from the start, TIM has pitched itselfput itself over  as a brand with a young and modern energy and, through effervescent advertising, it identifies itself immediately as the brand of freedom, of the aspirational dream but also of projects and of friendship. From its foundation to the present day, the brand has gradually evolved, updating its own visual identity, in a fertile dynamic between renewal and protection of its visual equity.

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1995: the year of Telecom Italia Mobile  

The logo TIMwas born in 1995, incorporating the graphic mark (the SIP tetragram) of the mother logo and Gill Sans lettering in dark blue.

In the first two years (’95-’97) it was accompanied by the company name “Telecom Italia Mobile” which it lost as it became increasingly well-known.  

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1998: the first changes to the brand

In 1998 came the first restyling: the brand was superimposed on the dark blue "biscuit" and the company claim was "life gets better", which strengthens the perception of mobile telephony, and of the leading brand in the sector, as a tool for personal realisation. The restyling by Landor Associates eliminated the initial capital letter and enclosed the acronym in the typical oval of the keypad.

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1999: the claim "Living without borders" arrives

Only a year after the first restyling, in 1999, a new change to the brand and its related trademarks, with the choice of the Eras font for commercial communications. The company claim becomes “Living without borders”, enhancing the brand's message of freedom.

A new and important change was made in early 2004, to align the brand with the earlier restyling of the Telecom Italia trademark, with the conversion of the tetragram into a trigram and the adaptation of the font and the wave design. This was a revisiting of form and colour  that reflected the identity of a brand which already had an international reputation.

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TIM is in fact also the most international brand in the Group, with a strong presence in the South American market thanks to TIM Brasil.

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2014: the 3D version  

From 2014 onwards the mark evolved into the current 3D version: more impact and digital appeal. It is in fact the digital which is the key experience context of the new brand strategy launched in 2015, which sees the TIM brand increasingly in the foreground, as the Group's sole signature for all telecommunications offers: fixed, mobile and internet.

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2015: TIM, the future signed Telecom Italia  

In 2015, the simplification and repositioning of the brand architecture began, thanks to which the fixed and mobile network brands flowed into a single brand that kept the reference to Telecom Italia in its endorsement.

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2016:  the new logo

Designed in collaboration with Interbrand, the trademark features a red icon shaped like the letter T and a white wordmark on a blue background. All forms of containment, the historic “bisquit”, have been removed, but the company’s distinctive shade of blue remains. The lettering is a Sans Serif character, clear and precise with a touch of human warmth.  

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