T-Mobile's Odido is the messiest rebrand since X

Odido logo
(Image credit: Odido)

Odido is the new name for mobile operator T-Mobile in the Netherlands, and customers are confused. They're confused about what the new logo says, what the name means, why the name has changed and why they only found out about it from media reports.

All in all, it seems like it's trying to rival Elon Musk's rebrand of Twitter as X for the title of the year's messiest rebrand. And the brand manual doesn't provide much clarity (see our guide to how to design a logo for tips)

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.