# EE new logo (2012)

> EE launched a new logo in 2012, designed by Wolff Olins. Everything Everywhere launches EE brand.

## Key facts

- Brand: EE
- Launched: 2012
- Studio: Wolff Olins
- What changed: Everything Everywhere launches EE brand.
- Why: Everything Everywhere launched the EE brand to front the first 4G service in the UK, replacing a name picked as a placeholder.
- Industry: Telecom
- Logos: https://rebrandlog.com/logos/ee-2012/before.png (before), https://rebrandlog.com/logos/ee-2012/after.svg (after)

## The rebrand, explained

Everything Everywhere was the joint venture of Orange and T-Mobile in the UK, a name picked in May 2010 as a placeholder while the owners decided what to do with the two consumer brands. The Register called it a stupid name, since no network can offer everything everywhere. The original corporate identity had been created by Figtree.

On 11 September 2012 chief executive Olaf Swantee announced a new company, a new network and a new brand for Britain: EE, replacing the old name and fronting the first 4G service in the UK. Orange and T-Mobile stayed on as brands within EE.

Wolff Olins built everything from a single unit, a particle of light standing for the network. Creative director Chris Moody told Design Week the dots become a letter, a font and an icon, and that the brand should be recognisable from just a couple of them. The logo is two Es made of tiny dots, the typeface was named Nobblee, and the palette is yellow, grey and ivory with a teal-turquoise. EE's chief of brand and communications Steven Day said nobody in the market owned that fresher, citrus end of the spectrum, and that joining the dots gave the logo, type and iconography at once.

The public launch followed at the end of October, with around 700 former Orange and T-Mobile stores reopening as EE, including a flagship on Oxford Street. The 4G service was promised in 16 cities by Christmas.

The company's own launch announcement shows how much the brand was carrying. EE was to be the first brand in Britain to offer 4G, with speeds typically five times faster than 3G, covering a third of the population, over 20 million people, in 2012, and rising to 70 per cent in 2013 and 98 per cent by 2014. It described EE as a brand born in the digital age, for consumers and businesses alike. A new network technology is invisible, so the identity had to make speed look like something; the moving dots were the attempt.

Design Week's readers were brutal, comparing it to a pound shop, a dated European telco and two ecstasy tablets, often in the same breath as the Wolff Olins London 2012 logo. They underrated it. The two-letter name was easy to say and the dot system was genuinely digital-first for 2012. The logo itself was the weakest part of a strong system.

In short: A weak logo inside a smart, genuinely digital system.

## Sources

- https://www.wikidata.org/wiki/Q5322942
- https://commons.wikimedia.org/wiki/File:EE_logo.svg
- https://www.theregister.co.uk/2012/08/22/ee_ends/

## Cite this

Rebrand Log, "EE new logo (2012)", https://rebrandlog.com/rebrand/ee-2012/, last updated 2026-10-20.