# Tiscali new logo (2019)

> Tiscali launched a new logo in Jun 2019. Jun 2019 rebrand under Soru: teal T mark -> purple // mark.

## Key facts

- Brand: Tiscali
- Launched: Jun 2019
- What changed: Jun 2019 rebrand under Soru: teal T mark -> purple // mark.
- Industry: Telecom
- Logos: https://rebrandlog.com/logos/tiscali-2019/before.svg (before), https://rebrandlog.com/logos/tiscali-2019/after.svg (after)

## The rebrand, explained

Tiscali's 2017 rebrand did not last long. MondoMobileWeb's Stefano Zuccaro recalled that the fourth logo, launched in March 2017, was described by the company at the time as a colour between sky blue, the green of the seas and an intense grey, a clean break from the purple of the earlier marks. Two years later the purple was back.

On 28 June 2019, Zuccaro reported, Tiscali extended a new logo and purple graphics to tiscali.it, including its internet, mobile and business sections, to its social channels and to the Tiscali.it app, after first testing it on the investor pages a couple of weeks earlier. The mail section and the MyTiscali app had not yet been updated. He observed that the logo, not yet made official, recalls the style of the company's first logo, used from 1999 to 2001, with its black Tiscali wordmark and purple icon, while taking the historic purple of the second and third logos. Tuttoandroid's Roberto F. reported the same day that the change was being rolled out across websites, social channels and the Android and iOS apps and should be finished within days, describing it as a new logo with the old colours and noting that Tiscali had returned to Italian ownership.

The context is a change of control. MondoMobileWeb tied the rebranding to the appointment of a new seven member board, with a female majority for the first time, chaired by Alberto Trondoli with founder Renato Soru as chief executive. Soru said debt had fallen from 640 million euros in 2009 to 75 million by 1 July 2019, helped by selling Aria's spectrum to Fastweb, and that about 10,000 new customers had reversed a declining trend.

Going back to purple is an admission that 2017 was a mistake, and it is the right admission. Purple was the one thing people remembered about Tiscali, and swapping it for an indeterminate blue green threw away the brand's memory. Pairing the old colour with a nod to the first logo signals a founder returning to his own company, which is exactly what happened. The risk is nostalgia standing in for strategy. A logo can bring back the colour of the dotcom years; it cannot bring back the market Tiscali had then.

In short: Purple, again.

## Sources

- https://www.mondomobileweb.it/152340-tiscali-si-tinge-nuovamente-di-viola-aggiornato-il-sito-ufficiale-con-nuovo-logo-e-grafica/
- https://www.tuttoandroid.net/tiscali/nuovo-logo-tiscali-698576/
- https://www.tessellis.it/wp-content/uploads/Bilanci/2019/2019-Sustainability-Report.pdf

## Cite this

Rebrand Log, "Tiscali new logo (2019)", https://rebrandlog.com/rebrand/tiscali-2019/, last updated 2026-10-21.