Arelion™: Uniting the world through a vibrant, connectivity-centric brand transformation

Arelion, previously known as Telia Carrier, is a leading global network company and the number one ranked Internet backbone provider worldwide. With a customer base spanning 125 countries, Arelion is the connectivity partner of choice for major content providers, operators, and enterprises globally​​.

The new brand identity for Arelion, developed by Bold Scandinavia, is founded on the concept of connectivity. This principle manifests in the form of connecting lines and light phenomena that run throughout the brand's experience, encapsulating the essence of a world where people and businesses unite to foster innovation and growth​​.

The brand's new symbol embodies the notion of connectivity, drawing inspiration from a map where network cables intersect. It reveals a three-dimensional sphere in motion, signifying Arelion’s global network and its function as a connector of continents, companies, and individuals​.

In line with the connectivity theme, a bespoke typography and layout system, Arelion Display, was developed. This custom typography connects words and can be utilized in various contexts to evoke a sense of unity, connectivity, and flow​.

The visual language of the brand takes cues from Arelion’s fiber cables, channels for information that travel at light speed. A series of 3D artworks, for both static and motion use, were created to illustrate this concept. These detailed artworks depict the intricate networks of fibers interwoven within them and feature light phenomena in Arelion’s primary colors​.

The new image style is reflective of the enlightenment that Arelion provides. The strategic use of color enables the brand to claim ownership of any content. To further amplify the image style's impact, an interface was developed that empowers users to create their own images, tailored to their specific needs, thereby enhancing the overall brand experience​​.