We all knew it was coming. It was just a matter of when and how — more specifically: how bad. A lengthy history on what led us to this point can be read in, the now three-times-linked, Michael B.’s The Final Days of AT&T. So let’s skip right ahead to the result and the reasons behind it:
Although not credited in any press release, word on the street is that Interbrand was responsible for creating the new identity. If new information arises we will update this point.
Frankly, there is a lot to be written about this redesign, but I would rather make this post as simple and objective as possible so that the best is left for the comments.
A few bits from the official press release:
— “The revitalized mark symbolizes these attributes — innovation, integrity, quality, reliability and unsurpassed customer care”
— 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.
Many thanks to — who else? — DesignMaven for the early notification of this launch.
During this discussion, please feel free (obligated?) to expand on any “I like it/I don’t like it” comments you might have on the logo — we can only get so far with those comments.
[Title of this post is the second in what is now a series of Bye-byes to important identities of our time. Hopefully we’ll see little of these — Ed.]