PLUS
Creating a new brand for Poland

Poland faced many challenges when it started to emerge from the socialist era. One was a lack of modern infrastructure. Mobile phone technology promised telecommunications without the cumbersome process of installing fixed networks.

When Plus GSM was launched – a joint venture of Polkomtel with AirTouch – it provided access to telecommunications for many new consumers, and became an icon of the new Poland.

The popularity of Plus has continued to grow. Today majority-owned by Vodafone, it remains one of the independent brand identities within the Vodafone portfolio of networks.

The logo plays on the positive energy which all of Poland felt at a time of historic change. The style of the ‘plus smile’ was inspired by Poland’s strong tradition of popular poster art.

Project undertaken by Nick Sheaff while at Siegel & Gale