Spot the Telecom logo

Telecom launched its new logo on Friday night, but where – other than the editorial sections of websites and newspapers – can you see it? It’s not in the advertising that featured over the weekend – it’s not even on their website. Instead the old yellow, green and logo remains in place.What is reason for such reluctance to show it off to the world? Prudence.Telecom won’t reveal how much the rebranding is costing, but it’s clear they are mindful of appearing extravagant.“You can’t change the branding across a large organisation like Telecom without spending money,” says spokesperson Julia Bell. “But we’re being prudent by not changing everything all at once; it will be a gradual transition over several months. For example, as our communications material and campaigns run to the end of their cycle it will be updated.”“Don’t forget it’s been a good seven or eight years since Telecom last went through such a major branding change,” she says.Presumably we can all wait a little longer while the logo - as Telecom CEO Paul Reynolds informed Telecommunications Review on Friday night – is progressively rolled out to stores, websites and in advertising campaigns.Meanwhile, for those who can’t wait to see the logo in action, check out the light show on the Auckland Ferry Building which will now run from 8.30pm to midnight until Tuesday.