Telecom operator Vi has unveiled a refreshed brand identity as part of the brand’s evolution. According to a Vi press release yesterday , the company has evolved its signature visual particle into a rounder, fuller and more dynamic 3D sphere, which has been moved to the top.

Vi said the new sphere builds on a visual element already recognised by customers while giving it greater depth and movement. The new identity reflects the company’s optimism, energy and the possibilities it sees for the future.

Along with the refreshed identity, Vi has revealed Shah Rukh Khan as the face of its upcoming campaign, ‘Vi badal raha hai tayaar rahiye’. The campaign is intended to tease the larger brand transformation that Vi plans to unfold in the coming weeks.

Vi said Shah Rukh Khan’s association represents the energy, ambition and optimism the company is bringing to its new phase. The reveal is designed as a teaser to build interest around what the brand has planned.

Abhijit Kishore, CEO, Vi, said the change is not simply a logo refresh but the first expression of the evolution the company is bringing to the Vi brand. He said the company aims to shape telecom as an experience that makes life more rewarding and offers more possibilities to customers.

Kishore added that the brand’s evolution will come alive through strategic launches, new campaigns and a range of experiences in the coming weeks. He said the company is also looking at what it can bring to retail customers and enterprises in the future as a technology company.

Vi said the refreshed identity represents its evolution from a telecom provider to a partner focused on creating meaningful experiences for consumers, with connectivity as the backbone. The company said the refresh also builds on its heritage, innovative offerings, brand trust and focus on customer experience.