September 6, 2005
Sprint Follows the Yellow Brick Road
Sprint wisely has kept the Sprint brand since it is a stronger consumer brand with a rich heritage. Nextel, on the other hand, primarily has business customers as its base.
The new Sprint logo incorporates Nextel's colors, yellow and black, which catch the eye. The yellow reminds one of the Yellow Pages and CNET's homepage, however. Omnicom Group's TBWA/Chiat/Day, New York, formerly Nextel's agency, is the lead agency on creative for the national brand and consumer efforts.
Yellow has a special use in product naming. According to the recent thinking in color theory, it is associated with joy, happiness, intellect and energy.
Conversely, yellow often communicates caution according to Ries and Ries in the “22 Immutable Laws of Branding”, but "can help a brand burn its way into the mind.”
Although yellow may be a challenging color to execute on store signage, the Sprint logo incorporates a stylized bird wing suggesting flight and perhaps span. Plus the co-branding of both companies with "Together with Nextel" is fresh and original.
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Tracked on November 12, 2006 5:31 PM