Case Studies
Colt
Technology Services
Tags: Brand Architecture · Visual Systems · Digital Guidelines
Colt Technology Services is a global digital infrastructure provider, delivering connectivity, networking and data centre services to businesses worldwide. Colt's network spans major cities, powering the digital backbone of modern enterprise.
The context
FlyteLondon has partnered with Colt Technology Services for 14 years, working across global advertising campaigns, brand identity, brand document and asset creation, digital web visualisations, iconography and video content. That relationship spans the Brand and Marketing teams, Internal Comms and HR, making us less of a supplier and more of an extension of the business. Alongside that ongoing work, Colt had also split into three divisions: Infra, Digital and Services, each built for a specific type of customer and each needing its own visual identity.
The challenge
On the most recent brand identity work, the task was to speak to three very different audiences: infrastructure buyers, digital platform users, and enterprise service leads. We needed three visual identities that spoke to each of them directly, while still feeling unmistakably like Colt.
Our approach
We built upon Colt's brand piece by piece: advertising campaigns, identity systems, web visualisations, iconography, video and every asset in between. When the three-division structure was ready to roll out, we built a visual system where each division could stand on its own while staying connected to the Colt master brand. Each got its own colour palette, photography style and personality. Digital feels sharp and technical, Services feels warmer and more people-focused. To keep it consistent across internal teams and agencies worldwide, we delivered the whole thing as an interactive online guidelines resource, and it’ll be updated as the business and its needs continue to grow.
The outcome
A brand that works at every level, from a single HR document to a global ad campaign, and three distinct divisional identities that don't compete with each other. The "Colt Edge" graphic language ties everything together, so each division feels like a specialist in its own right while the master brand stays front and centre. What started as a messaging concept is now a toolkit the whole business runs on, day in, day out.
