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New Logo for Cox



Noted Nov. 26, 2018 by Armin

Industry / Telecom Tags /


(Est. 1898) “Cox Communications is committed to creating meaningful moments of human connection through broadband applications and services. The largest private telecom company in America, we proudly serve six million homes and businesses across 18 states. We’re dedicated to empowering others to build a better future and celebrate diverse products, people, suppliers, communities and the characteristics that makes each one unique. Cox Communications is the largest division of Cox Enterprises, a family-owned business founded in 1898 by Governor James M. Cox.”

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Cox Communications press release

Relevant quote
Cox creates millions of moments of human connections every day and will focus more on what makes these connections so powerful and unique. To emphasize this shift, the company is launching new advertising, a new logo with a warmer look and feel, and a tagline of "bringing us closer." […] Even more important than the new logo and tagline is the intention behind it: to help people create more moments of genuine human connection.

Cox Communications press release

Images (opinion after)
New Logo for Cox
New Logo for Cox
Logo use without gradient.
New Logo for Cox
New Logo for Cox
Some big truck.

The old logo looked like it was designed in collaboration between someone at Fiverr and Wolverine. It was seriously bad with the heavy-handed wave-chrome effect and the angry stripes cutting across the “X”. The new logo is friendlier and more telecom-y but that’s about the extent of the praise. I guess it’s fine and not offensive in any way but it’s as basic as it gets. When you remove the gradient — as seen in the unglamorous credit card and TV image — there is nothing left in terms of a memorable or identifiable logo. Not much when it comes to applications other than some commitment to roundedness and a truck image that baffles me, as Cox is mainly a residential service and its physical products (cable box, modem, phone) fit in a small box. I have no idea why they would choose an 18-wheeler as the single application image to represent their change. Anyway… overall, it’s not terrible-horrible but far from anything novel or exciting.

Thanks to J.D. Reeves for the tip.

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