New Name, Logo, and Identity for Salt by Prophet London

Orange entered the telecommunications market in Switzerland in 1999 as the third mobile operator and has to grown to 1.6 million customers. In 2011, Apax partners bought Orange Switzerland from its owner, France Télécom, and kept the well-recognized brand name by licensing it, which is a very costly endeavor. Earlier this year, French billionaire Xavier Niel, purchased Orange Switzerland for a smooth $2.9 billion and last week changed the name to Salt with a new identity and campaign by Publicis Switzerland. Update: Publicis did the ad campaign but it was the London office of Prophet that did the strategy, naming and identity, plus the website and app design.(A couple of good reads, with Google translate on, are this one on some of the numbers and financial background, and th