Orange people celebrating the group

Published on 29 April 2024

The Orange brand celebrates its 30th birthday

30 years, 26 countries, 298 million customers around the world… and a unique brand! A brand that is both globally recognized and locally meaningful, simple, positive, and close to its customers since it launched. Here’s a look back over three decades of a powerful brand heritage that’s both anchored in our customers’ daily reality while focusing on building a sustainable future.

From British origins to an internationally valued brand

The story of the Orange brand begins in the United Kingdom. At the beginning of the 1990s, the Hutchison Whampoa group sent a team from Hong Kong led by Hans Snook to close its failing Rabbit mobile network. But he had other ideas and instead brought it back to life under a new brand. Orange was launched on April 28, 1994.

In 2000, the France Télécom group bought Orange, evolving its brand positioning, and taking advantage of its strong appeal to expand internationally. In France, Wanadoo and Ma Ligne TV became Orange in 2006 and, in 2013, the entire Group changed its name to Orange.

The result? A unique brand that inspires trust in 26 countries in Europe, Africa, and the Middle East, and in more than 200 countries and territories through Orange Business. The Orange brand is listed as the second most valuable telecoms brand in Europe and third most valuable French brand according to the Brand Finance Global 500 2024 ranking.

30 years on and a new brand signature: “Orange is here”

As the brand celebrates 30 years, it is evolving with the times again having unveiled a new brand signature – Orange is here. This expresses our total commitment and special relationship of trust we have built with customers and reinforces the idea that they can rely on our teams at every step of their journey and in all circumstances.

This new signature has been rolled out across all of our operating countries around the world.

Here’s how we bring it to life:

A brand signature that has kept up with the times for 30 years

2024   Orange is here

2017   Brings you closer to what matters

2011   Today changes with Orange

2002   Wanadoo: Positive generation

1999   France Télécom: We will make you love the year 2000

1994   Orange: The future’s bright, the future’s Orange