In 2021 and 2022, Vodafone accelerated its brand evolution in response to global shifts like the pandemic, replacing the 2017 slogan "The future is exciting. Ready?" with the more inclusive . The strategy focuses on three purpose pillars:
The Evolution of Connection: Inside the 2022 Vodafone Brand Guidelines vodafone brand guidelines 2022 pdf
. This positioning moves away from purely celebrating technological excitement to emphasizing the synergy between human spirit and digital innovation. Core Brand Philosophy To connect for a better future. Strategic Pillars: Inclusion for All, Planet, and Digital Society. Tone of Voice: In 2021 and 2022, Vodafone accelerated its brand
By 2022, Vodafone had fully matured its 2017 redesign. The "Speechmark"—a red quotation mark inside a red circle—remained sacred. The 2022 PDF stressed: Tone of Voice: By 2022, Vodafone had fully
Note: This text is a descriptive summary. The actual PDF is proprietary and distributed internally or to authorized partners by Vodafone Group Plc.
The year 2022 was a turning point for Vodafone. Having spun off its mast business (Vantage Towers) and refocused on digital services, the brand needed to look less like a traditional utility and more like a tech-co.