Opinions on corporate and brand identity work.

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Verizon Comes Back for Seconds

Reviewed Nov. 4, 2006 by David Weinberger

Industry / Telecom Tags /


There are a handful of logos out there that most of us can agree that we don’t like and no, UPS is not one of them. PricewaterhouseCoopers definitely and I’d say Verizon. Although we can’t completely blame Landor, they created the Verizon name and most of the logo in 2000. Well, Verizon must have been happy, because after 6 years, Verizon came back and asked Landor to create a name and logo for a spinoff of their directories business. The result is Idearc.

From the Press Release:

“Idearc was selected as the new company’s name to differentiate it from other publishers in the industry. A combination of the words “idea” and “arc,” Idearc symbolizes how the company connects buyers and sellers through robust content available across multiple media.

Idearc’s logo incorporates the name with three, interconnected arcs that each tie to facets of Idearc’s strategic portfolio: Gray links with its print product design, green to its industry-leading SuperPages.com service, and blue to the future. Idearc’s name and logo were created by Landor Associates, the branding and design consultancy that also created the Verizon name and logo in 2000.”



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