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The new at&t logo

If you weren’t aware, SBC recently purchased AT&T, and along with the changes and improvements that they are making to the company, they have decided to do away with the 1984 logo that Saul Bass designed.
I’ll leave discussion of the aesthetics of the new mark for the comments section, but as discussion fodder I will share the rationale from the official press release:

The revitalized mark symbolizes these attributes — innovation, integrity, quality, reliability and unsurpassed customer care,” Whitacre added. “Our customers know that we’re focused on keeping our promises, committed to operating honestly, and dedicated to bringing them new products that make a difference in their lives.”

The new logo reinvigorates the AT&T globe — one of the most recognized corporate symbols in the world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence.

Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the “AT&T” characters because it projects a more welcoming and accessible image. The core of the new logo remains blue because both the SBC and AT&T brands are strongly associated with that color. The overall design more accurately represents the company that is leading the industry in delivering best-in-class services to consumers and business professionals.

Given that rationale, the question is: Does this new logo truly communicate those objectives? Discuss.





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