{"id":1682,"date":"2015-10-21T03:34:48","date_gmt":"2015-10-21T03:34:48","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=1682"},"modified":"2023-06-27T10:24:40","modified_gmt":"2023-06-27T10:24:40","slug":"verizon-2015-new-logo-design-branding","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/","title":{"rendered":"Verizon 2015: Can You See Me Now? &#8230; and Are We On Brand Now?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/#Its_a_brand_new_day\" >It\u2019s\u00a0a brand new day<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/#Its_not_clever_of_flashy\" >It\u2019s not clever of flashy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/#No_shortage_of_criticism\" >No shortage of criticism<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/#Whats_a_logo_to_do\" >What\u2019s a logo to do?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/#The_brand_filter\" >The brand filter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/#Owning_attributes\" >Owning attributes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/#Branding_is_more_than_a_logo\" >Branding is more than a logo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thebrandingjournal.com\/2015\/10\/verizon-2015-new-logo-design-branding\/#Design_is_still_important\" >Design is still important<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Its_a_brand_new_day\"><\/span>It\u2019s\u00a0a brand new day<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Verizon, the largest U.S. wireless communications service provider, updated its 15-year-old logo with a new identity last September as part of a broader initiative to refresh and re-energize the Verizon brand. The new identity, designed by Pentagram, has been positioned as an evolutionary move to modernize the company\u2019s look and feel.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1693 size-medium\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_1-300x68.png\" alt=\"verizon_2015_logo_branding_the_branding_journal_1\" width=\"300\" height=\"68\" srcset=\"\/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_1-300x68.png 300w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_1-768x174.png 768w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_1-380x86.png 380w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_1-800x182.png 800w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_1.png 1000w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><br \/>\n<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Its_not_clever_of_flashy\"><\/span>It\u2019s not clever of flashy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>According to Michael Bierut, partner at Pentagram\u2019s New York office, \u201cIt isn\u2019t intended to be clever or flashy. It\u2019s really supposed to acknowledge its role as being ubiquitous as a kind of brand with a big footprint and one that isn\u2019t trying to add to the visual noise around us\u201d.<\/p>\n<p>From Verizon\u2019s perspective\u200a\u2014\u200a\u201cThe new logo is a visual statement that honors our history and reflects an identity that stands for simplicity, honesty and joy in a category rife with confusion, disclaimers and frustration. It\u2019s a clean, more human design and the checkmark, the universal symbol for getting things done, uniquely expresses the reliability of Verizon.\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"No_shortage_of_criticism\"><\/span>No shortage of criticism<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The moment that the new logo was unveiled the design community was quick to find fault that ranged from boring, ordinary, plain, out-of-date, seen it before, and my 4-year-old could have done it. Even T-Mobile\u2019s boss, John Legere, jumped on the bandwagon.<\/p>\n<p>In his Twitter posting within hours after the unveiling of the new Verizon identity he commandeered the new checkmark to emphasize what Verizon is doing wrong:\u00a0\u201cscrews over customers; data overage penalties; keeps all unused data; no early upgrade options; and hefty fees for international roaming.\u201d\u00a0 OK so no one\u2019s perfect.<\/p>\n<p>But then the prevailing opinion of the old logo was that it was even worse. Critics have cited that the new logo has taken the worst of the old and carried it forward into a new but underwhelming identity.<\/p>\n<figure id=\"attachment_1694\" aria-describedby=\"caption-attachment-1694\" style=\"width: 165px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1694\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_2-300x180.jpg\" alt=\"verizon_2015_logo_branding_the_branding_journal_2\" width=\"165\" height=\"99\" srcset=\"\/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_2-300x180.jpg 300w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_2-380x228.jpg 380w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_2.jpg 580w\" sizes=\"auto, (max-width: 165px) 100vw, 165px\" \/><figcaption id=\"caption-attachment-1694\" class=\"wp-caption-text\">Verizon&#8217;s previous logo<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Whats_a_logo_to_do\"><\/span>What\u2019s a logo to do?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The debate on the merits of the refined Neue Hass Grotesk type or the revamped simpler checkmark could easily drag on until the next-generation Verizon logo is introduced. Design, of course, is important but what about the role of the logo in respect to its responsibilities as a symbol of the brand?<\/p>\n<p>According to Verizon\u2019s chief marketing officer, Diego Scotti:\u00a0\u201cIt does what a great logo does best. It evokes both what we offer, and who we are.\u201d\u00a0According to Verizon the logo symbolizes a reflection of how Verizon is evolving and reinforcing its renewed purpose to deliver against services in a simple and reliable manner that customers want.\u00a0\u201cWe deliver the promise of the digital world and we need a logo that expresses our purpose in a way that is truly ours.\u201d\u00a0The question, then\u00a0.<strong>\u00a0.\u00a0.does the new logo truly reflect the brand?<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_brand_filter\"><\/span>The brand filter<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The brand, of course, is a function of what it aspires to be and what others view it to be. So the brand test is not a simple one. However one way, of many, is to consider the answer to that question relative to aspirational\u00a0brand attributes. A simple exercise is to identify key descriptors extracted from how Verizon describes who it is, what it stands for and what attributes it desires to have associated with it.<\/p>\n<p>According to Verizon it positions itself as a\u00a0problem solver and innovator\u00a0that\u00a0connects\u00a0millions of people, companies and communities around the world. It promotes\u00a0speed, power and innovation\u00a0as foundational attributes of its networks. Its culture is guided by the \u201cVerizon Credo\u201d\u200a\u2014\u200aa set of principles built around integrity, respect, performance excellence and accountability. Corporate values are predicated on creating a\u00a0simple and smart customer experience\u00a0at every point of contact.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Owning_attributes\"><\/span>Owning attributes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If these key words are combined with others that have been used to describe what Verizon seeks to be known for it is possible to create a\u00a0Brand Attributes Scale. This simply lists the key attributes and the degree to which the logo aligns with those attributes. This relies on associating certain characteristics in the logo design with attributes on the scale. For example, the characteristics of the typeface are fairly simple without the flourishes of serifs or other elements, which might otherwise be seen as more complex in execution.<\/p>\n<p>Therefore the design could be seen as aligning very closely to Simple. This is not scientific by any means but is one tool that can be used to provide a degree of objectivity as to how well a logo aligns with the brand through shape, color, format, and other visual elements that have connotative associations.<\/p>\n<h1><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_3.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1695 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_3.png\" alt=\"verizon_2015_logo_branding_the_branding_journal_3\" width=\"789\" height=\"482\" srcset=\"\/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_3.png 789w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_3-300x183.png 300w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_3-768x469.png 768w, \/wp-content\/uploads\/2015\/10\/verizon_2015_logo_branding_the_branding_journal_3-380x232.png 380w\" sizes=\"auto, (max-width: 789px) 100vw, 789px\" \/><\/a><\/h1>\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-215639655\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/ultimate-brand-building-system-marketers?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=course_articles&#038;utm_content=system_explained\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/04\/course-system-explained-900x375-1.png\" type=\"image\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Course-System-Explained-600x300-1.png\" type=\"image\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Course-System-Explained-600x300-1.png\" alt=\"Course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><h2><span class=\"ez-toc-section\" id=\"Branding_is_more_than_a_logo\"><\/span>Branding is more than a logo<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A logo, of course, can\u2019t be expected to do everything. It is only one part of a greater whole. The \u201cBetter Matters\u201d campaign, created by Weiden + Kennedy, is also working to support what the brand is intended to stand for\u200a\u2014\u200asimplicity, honesty and reliability. The\u00a0\u201cBetter Matters\u201d\u00a0campaign takes a very pragmatic approach to messaging on why a better network simply translates to cell phones that actually work better\u200a\u2014\u200aand that\u2019s what ultimately matters to customers.<\/p>\n<p><iframe loading=\"lazy\" title=\"Verizon - A Better Network as Explained by Colorful Balls. 12 2015\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/qEY1r8doHj8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p>While the logo might reinforce the attributes of\u00a0simple\u00a0and\u00a0honest,\u00a0the campaign supports the attributes of\u00a0reliability\u00a0and\u00a0problem solving. Looking at a more holistic approach to brand communication is a more effective way to evaluate how well a new branding initiative is working over and beyond just the logo design.<\/p>\n<p>A good branding practice is one that deploys different brand attributes across an array of system elements and messaging platforms to create a broad-based and complementary brand communication strategy.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Design_is_still_important\"><\/span>Design is still important<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It is not intended to discount the importance of good design. The logo is one of the most important symbols of the brand and, as such, it needs to be designed well and adhere to the principles of design to ensure that it fulfills both strategic and functional considerations.<br \/>\nHowever, regardless of how great the design might be, or not,\u00a0<strong>.\u00a0.\u00a0.\u00a0a logo won\u2019t change\u00a0<\/strong><strong>who or what the company is.<\/strong><\/p>\n<p><strong><em>References:<\/em><\/strong>\u00a0<em><a href=\"https:\/\/www.adweek.com\/news\/advertising-branding\/design-team-behind-new-verizon-logo-says-its-meant-be-flexible-not-clever-or-flashy-166690\">Adweek<\/a>, <a href=\"https:\/\/adage.com\/article\/cmo-strategy\/diego-scotti-explains-logic-verizon-s-logo\/300197\/\">Adage<\/a>, <a href=\"https:\/\/new.pentagram.com\/2015\/09\/new-work-verizon\/\">Pentagram<\/a>, <a href=\"https:\/\/www.verizon.com\/about\/our-company\/verizon-glance\">Verizon (Our Company, Who We Are)<\/a>, <a href=\"https:\/\/www.verizon.com\/about\/news\/our-look-evolving-along-our-customers\">Verizon (Our look is evolving along with our customers)<\/a>, <a href=\"https:\/\/q13fox.com\/2015\/09\/02\/t-mobile-ceo-john-legere-mocks-new-verizon-logo\/\">Fox News<br \/>\n<\/a><\/em><em><strong>Pictures from:<\/strong> <a href=\"https:\/\/www.huffingtonpost.com\/2013\/06\/06\/can-you-hear-me-now-nsa-verizon_n_3396569.html\">The Huffington Post<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"It\u2019s\u00a0a brand new day Verizon, the largest U.S. wireless communications service provider, updated its 15-year-old logo with a&hellip;\n","protected":false},"author":8,"featured_media":1692,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Verizon, the largest U.S. wireless communications service provider, updated its 15-year-old logo with a new identity last September as part of a broader initiative to refresh and re-energize the Verizon brand.","_seopress_robots_index":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[207,2],"tags":[420,13,193,14,15,419],"ppma_author":[751],"class_list":{"0":"post-1682","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-strategy","8":"category-logo-design","9":"tag-brand-attributes","10":"tag-branding","11":"tag-design","12":"tag-logo","13":"tag-new-logo","14":"tag-verizon","15":"cs-entry","16":"cs-video-wrap"},"authors":[{"term_id":751,"user_id":8,"is_guest":0,"slug":"keith-brock","display_name":"Keith Brock","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Keith-Brock.jpg","author_category":"","first_name":"Keith","last_name":"Brock","user_url":"","job_title":"","description":"Keith Brock is the Chief Design Officer of Hanon McKendry, a JDA Worldwide company, and is responsible for directing the brand management, identity and outsource marketing practice as well as overseeing Hanon McKendry\u2019s Colorado office.  Keith was formerly Executive Creative Director for Landor Associates (San Francisco and Hong Kong), Design Director for Saul Bass and Founder\/Principal of Envision Group Hong Kong and CSK in Colorado."}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1682","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=1682"}],"version-history":[{"count":21,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1682\/revisions"}],"predecessor-version":[{"id":10635,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1682\/revisions\/10635"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/1692"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=1682"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=1682"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=1682"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=1682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}