Truecaller & BBH Reveals New Brand for 250M Users

A quarter of a billion people worldwide use Truecaller to stay ahead by knowing who’s getting in touch, filtering out unwanted calls and make faster calls. Since its launch 2009, Truecaller has grown to 250M users and expanded its original caller ID service to a suite of services such as Truepay, TrueSDK and TruePriority to name a few. In a leap from being product- to consumer-led, the rebranding rolled out today in collaboration with BBH Stockholm aligns the entire service portfolio and enhances the visual user experience.

Intertwined Identities
Much similar to other rapidly growing tech startups, Truecaller's brand identity had become intertwined with their app which limited their design thinking to an app perspective. They came to BBH Stockholm in need for a brand that could encompass an evolving suite of services, functionality and partnerships. Something that would not only work today, but also tomorrow in the direction where they are heading at the speed of light.

What's the big change?
“From a strategic perspective, the core offering is changing with a clutch of features being added to the interface. BBH Stockholm has been involved in the brand concept, identity, creating of new logotype, iconography, brand tonality and brand expression. The brand is getting ready to transition from just an app to identify incoming callers to a full-fledged communication platform” says Kari Krishnamurthy, VP of Brand & Strategy at Truecaller.

A Symbol of Approval
The new wordmark comes from the centuries-old symbol of approval – The signature. The main logo carries the name of the hero product. By applying the handwriting style to the word True allow a system of sub brands such as Truepay, TrueSDK and Truepriority to come to live and strengthen the core brand.

Building recognition and trust with colors
The blue color is a key design element in the identity that builds instant recognition amongst the Truecaller community. The color is deep within the core of the DNA, and to really shine the blue colors have been slightly adjusted to pop and to compliment each other.