AT&T Rebranding: now at&t

We knew this was coming. It was just a matter of when and how bad: AT&T (AT&T: Brand Directory), sorry, at&t rebrands itself and once again I wonder why everything has to be lowercase nowadays. Although not credited in any press release, word on the street is that Interbrand was responsible for creating the new identity. So let’s see what has changed:

AT&T Logo Rebranding: Now at&t
Not that old: the redesigned AT&T logo from 1999 and the new one released in 2005

Detailed information about the rebranding from the press release

  • “The revitalized mark symbolizes the 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.

An extensive re-branding initiative will occur over several months, with changes planned for the following:

  • Nearly 50,000 company vehicles.
  • More than 6,000 company buildings
  • Roughly 40,000 uniforms and hardhats worn by company service representatives.
  • More than 30 million monthly customer bills.
  • Millions of business cards, customer information pamphlets, and phone and online directories.
  • Company Web sites.

Customer bills will include the new AT&T logo on envelopes beginning in December and on actual bill statements beginning in February 2006. The company will use existing product and service names until all legal and regulatory name-change filings are complete.

AT & T Logo Evolution (SBC)
Video: Logo revealed
Re-Branding the right way (BrandXpress)

4 thoughts on “AT&T Rebranding: now at&t”

  1. First, the typeface: Lowercase is a horrible choice, though I’m sure some branding company out there sold the choice as adding a “new, youthful” appearance or something (a perfect choice for the name’s 110 year history). Secondly, the fact it’s not bold makes the letters themselves less of a logomark, so now you *need* to have the globe-thing next to the letters or you lose the whole branding.

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