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November 28, 2005

AT&T's New Logo: A Difference Without a Distinction

I have intentionally avoided reading what any of us in the marketing and design community have opined about AT&T's new logo. Generally speaking, when there is a logo design change, it seems that many practice schadenfreude - taking pleasure in someone else's misfortune.

I would like to give my opinion on the new AT&T logo with a different twist. I will do my best to look at the new AT&T logo through the eyes of its customers.

First I would like to, once again, commend SBC's management on selecting the AT&T name over SBC or Cingular.

Back to the new logo through the eyes of its customers: I am guessing that this is much ado about nothing. To the typical consumer, the logo changes are subtle or evolutionary at best. The company has essentially maintained the same color scheme with a modified globe and lowercased text.

new att logoold att logo

Having said that, I can't resist commenting as a marketing professional. The new globe image seems to overwhelm the lowercase AT&T name. Other than that, it is fine.

If you would like to see what others are saying about the new AT&T logo, please check out these other blogs:

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    Posted by William Lozito at November 28, 2005 8:02 AM
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    » AT&T Drops Own Naming From Logo, Similar to Apple from Name Wire: The Product Naming Blog
    How could I forget to blog about AT&T's new naming, or lack thereof? I wrote about their last one back in 2005, when the letters went to lowercase and the Death Star, er, globe, went three dimensional. Now, with its "Rethink Possible" campaign, At&T is... [Read More]

    Tracked on April 12, 2010 10:57 AM



    I appreciate your unvarished and independent perspective on the AT&T logo change.

    And I appreiciate the trackbacks to the opinions of others regarding the AT&T logo change.

    I think the new at&t brand ID is marvelous, cooked at InterBrand, I am sure there was some big thinking behind it. Is revamp, the new it. 3D and movement lives inside it, Do you think is a Beach Ball, Super lets play with it, is fun, positive.

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