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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.

 New Sprint/Nextel LogoThe 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.

Posted by William Lozito at September 6, 2005 9:29 AM
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Tracked on November 12, 2006 5:31 PM


"...Sprint logo incorporates a stylized bird wing suggesting flight and perhaps span."

I actually think the logo is reminiscent of their old advertising image of a pin dropping.

Although I miss the Sprint red logo, I am willing to give the new logo a try.
Rather than a bird's wing, the symbol looks like a spiral stair case of rib cage.
The Sprint press release seems to have a lot of buzz word jargon in it. It's certainly not how a business person normally speaks. It appears to be written more to impress rather than express a point. In the end, it expresses the change poorly.

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