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April 12, 2010
AT&T Drops Own Name From Logo
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 repositioning itself as a "lifestyle company."
To do this, they have removed the company name from the logo. They are emulating Apple, the company that makes that iPhone, for which AT&T is the sole carrier.
In fact, up until now, Apple has presumptuously claimed that they were the only company in the world that did not include the company's name with the logo. Even though, there are other companies that don't include their name in their logo namely Nike, and Target. Logo recognition for AT&T's globe design seems to be on a par with those two companies, Nike's Swoosh and Target's bullseye.
AT&T is making this change to position themselves as an "innovation company" rather than just the carrier that gives less than ideal reception on those cool iPhones.
According to one AT&T exec,
"Rethink Possible will highlight how AT&T is delivering meaningful innovation that's changing how people live, work and play. It conveys our desire to push the limits of what's possible to make life better for our customers. We rethink possible so our customers can rethink possible."
This is a clear move to accentuate the positive and move the focus away from its products.
But, more importantly, according to Marketing Review, this is a necessary move for AT&T if it wants its brand to stay relevant in an "industry that keeps reinventing itself."
I'm not casting judgment because I'm biased: I'm still disappointed with AT&T for doing away with the Cingular Jumping Jack logo.
Technorati Tags: AT&T, Apple, logo change, Nike, Target, naming, branding, Cingular
Posted by William Lozito at April 12, 2010 9:31 AM
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Brand Architecture
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Brand Naming
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Technology
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Telecommunications
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Trademarking
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