# Telecom Italia new logo (2016)

> Telecom Italia launched a new logo in Jan 2016, designed by Interbrand. New logo.

## Key facts

- Brand: Telecom Italia
- Launched: Jan 2016
- Studio: Interbrand
- What changed: New logo.
- Why: Telecom Italia said it was bringing all its offers under TIM to reflect fixed and mobile convergence and its shift from telephone operator to technology player.
- Industry: Telecom
- Logos: https://rebrandlog.com/logos/telecom-italia-2016/before.svg (before), https://rebrandlog.com/logos/telecom-italia-2016/after.svg (after)

## The rebrand, explained

Italy's former telephone monopoly spent most of its life with two faces: Telecom Italia for the landline, TIM for mobile. On 13 January 2016, at a presentation in Rome, it settled the question. La Repubblica put it bluntly: Telecom was being retired, and TIM would become the single brand of the old monopolist, with the Telecom name surviving only on the stock exchange listing.

Chief executive Marco Patuano explained the reasoning in the company's announcement. The group had decided to bring all the commercial offers of its market segments together under TIM, building a unified brand that combined the solidity and scale of Telecom Italia with the innovative personality of TIM. That fusion, he said, mirrored a real phenomenon, the convergence of fixed and mobile enabled by the internet, devices and digital platforms. He also cast the new logo as a statement of role: from pure telephone operator to an industrial and technology player offering products and services on platforms from ultrabroadband networks to the cloud. To Repubblica he summarised it as fixed and mobile communication converging in a shared habitat.

The mark itself, created with Interbrand according to TIM's own logo guidelines, is a red T shaped icon beside a white wordmark on a blue background. The guidelines note that any containing shape, the old lozenge, was removed, while the distinctive blue was kept, and that the type is a proprietary TIM Sans. Repubblica described the icon as a pyramid of red bricks on the classic blue field. The launch came with an expensive campaign fronted by web inventor Tim Berners-Lee, TV host Fabio Fazio and the comic Pif, plus plans to restore the 1950s EUR towers in Rome as the new head office.

Scale explains the effort. TIM said the unified brand would cover 30 million mobile lines and 12 million fixed connections in Italy plus 72.6 million customers in Brazil.

Choosing the mobile brand over the corporate one was the correct, if overdue, call; TIM was the name with energy, and convergence made separate brands pointless. The design is cleaner than what it replaced, though the stacked bricks read more as a building than a letter at a glance. Casting Tim Berners-Lee to front a brand called TIM is the kind of pun big companies rarely allow themselves. Here it worked.

In short: Telecom bows out; TIM takes the whole house.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_telecom_italia_by_interbrand.php
- https://www.gruppotim.it/en/press-archive/corporate/2016/TIM-nuovo-marchio.html

## Cite this

Rebrand Log, "Telecom Italia new logo (2016)", https://rebrandlog.com/rebrand/telecom-italia-2016/, last updated 2026-10-20.