After more than twenty years: Bezeq International says goodbye to the parrot and comes out with a new branding - voila! Marketing and digital

The beloved parrot will be replaced by the B international TECH logo that will mark Bezeq International's focus on providing a full solution to the business sector in the IT field while focusing on key growth engines such as data center, migration to the cloud, cyber protection and global communication services.

The new branding of Bezeq International and the retiring parrot. (Photo: Bezeq International)

Focus on the business sector

As part of the new branding, Bezeq International will focus on providing services to the business sector under a new branding, with the goal of being the main growth arm of the Bezeq Group in the enterprise IT market.

In light of the decision made this year by the Ministry of Communications to cancel the separation between the Internet provider and the infrastructure, it was decided that Bezeq International will operate as an independent company separate from Pelephone and Yes under the new CEO, Ron Gelb, and will move from providing services to the private and business sector to providing services to the business sector only (B2B). Expand the basket of services it provides and provide a full response in the IT field while focusing on key growth engines such as the data center, migration to the cloud, cyber protection and global communication services.

The parrot will be replaced by the international B TECH logo designed by Shake Design, a branding and design company which Specializes in leading branding processes for the largest companies in the economy.

What is behind Bezeq International's new branding?

"The rebranding process is based on the strengths of Bezeq International and the company's DNA, which combines technological capabilities, innovation and excellence alongside a human perspective on the personal experience at the edge of technology. From the vision, the essence of which was to lead technological growth engines for organizations and people, the new language was born"

Mein Rashef, founder and owner of Shake Design, describes the process that led to the selection of the new logo: "The rebranding process is based on the strengths of Bezeq International and the company's DNA, an extraordinary combination of technological capabilities, innovation and excellence alongside a human perspective on the personal experience at the cutting edge of technology. From the vision, the essence of which was to lead technological growth engines for organizations and people, the new language was born."

The word Tech joins in the same hierarchy as the word international and marks the company's new business focus.

The letters have rounded corners as an emphasis on the human and service aspect which is one of the main strengths of the company.

The letters are joined by the "kinetic fiber" - a graphic element that develops, changes and represents versatility and constant movement with a color transition from green to blue: from a notebook that was identified with the green color of the parrot, to the new company with the blue color that is associated with the business world.

In the new branding, we chose to keep the essence of the brand's recognizable assets such as the blue color combined with fresher green touches, and add a clean, bright and open line as a basis for the new business activity.

Alongside them is a unique photographic language, a cyber typographical language, and an iconic world that enables a response to the brand's many needs and diverse audiences."

"The facelift to the company's logo does not represent just a refresh, as companies tend to do sometimes, but a real change in Bezeq International's business focus," explains Ron Gelb , CEO of Bezeq International, "Bezeq International has years of experience in providing services to the IT market, but now we intend to increase the basket of services we will offer in order to provide a comprehensive, complete and personalized response to each and every customer."

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A bit of history

Bezeq International was established in 1996 by Bezeq in order to centralize the field of international telephony, with the prefix 014, began to provide Internet services in 1999 and landline telephone in 2005. In 2006 the company began to provide services to the business sector under Bezeq International Business, including: communication and computing services , the establishment and management of communication networks, Internet services using various technologies, local and international cloud computing services, a monitoring, control and control center for information security incidents (SOC - Security Operating Center) and protection against cyber threats.

Bezeq International has the largest network of server farms in Israel and a global deployment of about 12 facilities : 7 facilities around the world (including in Hong Kong), connected to the company's international data network, and 5 facilities in Israel, including an underground facility that provides DR services. As of 2018, Bezeq International was part of the Alfa Group - which included the concentration of companies Pelephone, yes , and Bezeq International under one management.

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