Fido's rebrand complete, yellow figures prominently
By Sean Cooper 
posted Nov 4th 2008 8:58AM
posted Nov 4th 2008 8:58AM
Fido, Canada's other GSM carrier -- though, wholly owned by Rogers Wireless -- has finally found its new identity. The faithful, straightforward, and trust-inspiring pooch is still present in the new look and feel as well as the hammer-like subtle use of yellow. New plans being launched include "all-in" price plans starting at $15, a $25 deal with unlimited text messaging, and all feature per-second billing and no system access fee. The new site's up now if you're inspired to switch up your plans a bit and we have to say, if the fine type's not too fine, things are definitely looking rosy for budget-minded consumers up north.
So Best Buy'ish
This yellow is the color of the first house brand grocery labeling (Loblaw's No-Name brand) so it has strong "low cost" connotations in Canada.
Fugly...
Yeah, totally ugly. Why did they have to change the logo and add all the yellow? Before I associated the FIDO brand with 'hip', now it just looks like Fido whizzed on everything.
Reminds me far too much of Super Mega Comics.
>_
I like the new brand of Fido. And the new plan prices are ok, too. The website is much clean now, it will make navigation very clear. Perhaps they should have hired an internet marketing company to take care of the migration to the new website. Fido did one mistake w.r.t. their online presence. Fido doesn't know 301 redirects is the article I wrote about the missing 301 redirect.