We explored design concepts for updating the logotype, playing with the letter characters and inline graphics. We agreed with the client to stick with the weight and perimeter of the existing brand mark. The strength lay in its long distance visibility and ability to portray a visual language within the wordmark itself. The new wordmark replaced the water device use previously with a high tech fibre visual language. We also tweaked the colour making it more fresh and acidic. Simple icons work both in Africa and globally where language differs greatly. We developed business unit icons for each of the Liquid product offers. We wanted to extend the brand language out to a visual device that we could attach to communications and promotional applications. We developed a fibre ribbon graphic device. We developed a toolkit for the international Liquid businesses to use when commissioning local media. We delivered a full set of tone, spirit and brand guidelines covering the entire remit of the brand. We delivered a full set of tone, spirit and brand guidelines covering the entire remit of the brand. We chose to use a dominant blue colour palette and combined this with striking abstract imagery. We developed the iconography for four business units, Fibre, Satellite, Waimax and Services.