TELUS brand evolution
TELUS continues to evolve our brand story and social purpose. And the Allium Design System helps to deliver the TELUS brand to all digital customer experiences. While there are familiar elements from the previous TELUS Design System, Allium is rebuilt on new technologies to better serve the many needs of our creators in building digital experiences.
Why “Allium”?
Nature is the cornerstone to the iconic TELUS brand look and feel. The design system embodies the foundation of how that look and feel translates into a digital experience. To unify the relationship between our brand and what that means as an experience, we chose to name the evolution of the TELUS design system after the Allium flower.
The Allium flower speaks greatly to our design system and design community as product of components whose greatness only comes from the sum of all its parts.
Investing intent in our language
Allium from TELUS: Recognizes that this is a design system that is giving back to the creative community and experiences to our customers.
Our design system: Recognizes that this is a design system that is inclusive, empathetic, and shared with our design community.
Transitioning existing language
| OLD | NEW |
|---|---|
| New TELUS palette within UDS | Allium |
| Project Monarch | “Evolution of TELUS Brand vision”, or “TELUS Brand vision” |
| TDS | Legacy TDS |
| System of systems | Universal Design System (UDS) |