MasOrange (from Grupo MásMóvil / Orange Spain)Copied

Orange Spain and Grupo MásMóvil made their joint venture official in April 2024, creating MasOrange, the leading Spanish telecoms operator by customers. MarketingDirecto put the group at more than 37 million mobile and broadband lines and 2.3 million TV users, and reported that the launch came with a new corporate visual identity meant to represent the union of the two groups.

Both Brandemia and MarketingDirecto credit the identity to Gustavo Corral Bermejo of the agency COOVO and Jean-François Ricbour of Claar. The symbol is +O: a plus sign for MásMóvil followed by the O of Orange. Brandemia explained the construction. The plus is built from four golden rectangles that leave a square window at the centre, and the O is made of two semicircles separated by a gap the same size as that window. COOVO and Claar told MarketingDirecto that the plus captures addition, collaboration and dynamism, while the O reflects Orange's global reach and reliability, and that its halves also read as two brackets enclosing a shared project. Their stated priorities were innovation, simplicity, universality and timelessness.

Colour and type are borrowed rather than invented. Corral told Brandemia that the primary colours are orange and black, with yellow as secondary, folding Orange's palette into the lead and MásMóvil's colour into support. The corporate typeface is Arial. Photography uses everyday scenes washed in orange and yellow tones to feel close and human.

Crucially, the consumer brands stay. Ana Torres, the group's brand and communications director, told MarketingDirecto that the multibrand strategy had been a growth lever for both groups and would continue, though the territory of each brand would be reviewed now that they no longer compete. Orange, Yoigo, Jazztel, MásMóvil, Simyo, Pepephone and others continue nationally, with Euskaltel, R and Telecable regionally. Corral confirmed that +O is a corporate mark for the group, not a replacement. Torres said the company needed a new, inclusive symbol everyone could feel represented by, one that kept legacy while signalling an innovative, trustworthy tech company.

For a holding brand that customers will rarely see, +O is neat: literal, compact and fair to both parents, which is the real political brief in any merger. Choosing Arial is honest about the mark's back office role, though it hardly supports the innovation the agencies keep citing. The geometry is careful, the meaning obvious. It does exactly what a merger logo must, and nothing more.