Opinions on corporate and brand identity work.

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New Name and Logo for Midco by Lawrence & Schiller



Noted Jan. 27, 2016 by Armin

Industry / Telecom Tags /


(Est. 1931) “Midco (until 2016, known by the full name of Midcontinent Communications) is a regional cable provider, providing a triple play service of Cable television, Internet and telephone service for both North Dakota and South Dakota, along with several communities in Minnesota and Wisconsin. The company’s business-class service also provides direct fiber-optic communications services via leased data circuits for larger companies. Headquartered in Sioux Falls, South Dakota and operated as a joint venture between Midcontinent Media and Comcast, Midco provides service to 200 communities both urban and rural, serving an area that covers over 1.2 million people.” (Wikipedia)

Design by

Lawrence & Schiller (Sioux Falls, SD)

Related links

Midco press release
Argus Leader news story

Images (opinion after)
New Name and Logo for Midco by Lawrence & Schiller
Logo detail.
“Let’s Go” and new logo introduction video.

Mostly out of nostalgia for a time when logos looked like a Saul Bass-AT&T-designed logo, I like the abstract mountains-slash-"M" of the old logo. There is something charmingly old-school about it that you don't see much of anymore. But, yes, it was an outdated logo. In its place is another abstract "M", this one infinitely looping with a current of gradients running through it. It probably also signifies connectivity because how could it not? The wordmark, believe it or not, is in all uppercase and it looks fairly decent. Overall, a positive redesign not so much in execution but in bringing the telecom into the twenty-first century.

Thanks to Corey Ross for the tip.

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