How can you modernize an old name affiliated with an old service? This was the challenge that the design team faced when handed the task of re-branding Telecom Egypt. The request was to create a new modern CI for this old telecom operator in the Middle East and North Africa while maintaining its original color palette and creating an emblem design that can incorporate its data sister company TE data. The solution was to integrate TE data's logo cubes to create a progressive up to date and modern emblem. Choosing the right calligraphy helped preserving the history of the brand yet maintained simplicity and modernism. In the end, we also worked on a full detailed Brand Identity Manual.