DTAC is the common name of Total Access Communication Public Company Limited. It is known as the third-largest GSM mobile phone provider in Thailand.
DTAC was founded as a limited company in the summer of 1989. It aimed to provide wireless telecommunications services under a “Build-Transfer-Operate” concession.
The very first logo of the company, designed in 1989, stayed active for almost twelve years, up to the large rebranding. It was a stylized uppercase TAC insignia, composed of three enlarged geometric characters, which were made of short distinctive horizontal lines of two thicknesses, and this game with size makes the simple abbreviation look airy and voluminous.
The redesign of 2001 has introduced a brighter and friendlier logo for DTAC, which was made of a two-styled lettering, with the slanted dark-blue “D” and a stable geometric “TAC” in a lighter shade, and a smooth thin frame, with the upper left corner diagonally cut, and three others — rounded.
The previous logo showcased the short name of the company in large sans serif letters. Interestingly, the “TAC” part was at the forefront. Also, it was written in a bright, eye-catching shade of blue. While the “D” was the initial, it was somehow overshadowed by “TAC” both due to the palette (the “D” was dark blue) and the position (the “D” was “hiding” behind the “T”).
The thin dark blue frame, into which the text was placed, was shaped like a SIM-card. This created a link with the industry to which the company belonged.
The font is similar to Marsden Text Condensed Regular in the previous logo was replaced by a finer font with thinner strokes that otherwise looked the same. The three-petal shape no longer had a three-dimensional look. It was made smaller and done using a solid sky-blue color. The accent in this logo was placed on the company’s name. The lack of a gradient somehow made the logo look more modern and stylish while preserving a brand image that became recognizable.
Following the acquisition by Telenor, DTAC adopted a new emblem. This time, it was based on the logo of the new parent company, Telenor.
The updated DTAC logo was dominated by the blue three-part shape from Telenor’s emblem. Next to it, there was the word “DTAC” in lowercase letters. The type was very light. Both the size of the letters and their weight worsened the legibility. Such logos are typically intended for consumers who are already familiar with the brand.