Verizon is an American wireless provider, a reliable fiber-optic network, and one of the largest companies in the communications technology industry. It was created in 2000 when the telephone operators GTE and Bell Atlantic merged. The name “Verizon” is a neologism composed of “VERItas” and “horiZON.” The word from which the first letters were taken is translated from Latin as “truth.” That was the name of the ancient Roman goddess, the daughter of Saturn.
Meaning and History
Before becoming Verizon, the company was called Bell Atlantic. Its distant ancestor was the AT&T corporation, created based on the Bell Telephone Company in 1899. Many rebranding, divisions, and mergers have affected the identity. This led to the fact that there are several diverse emblems in the history of the provider by which it can be easily recognized.
1983 – 1997
In 1983, Bell Atlantic Corporation, the successor to the Bell System, was founded. In addition to telecommunication lines, she received the famous bell symbol, created in the second half of the 1960s, by designers from Bass & Yager. It was surrounded by a black ring and was to the left of the company name. The first letter in the word “Atlantic” was decorated with a short white wave-shaped stripe.
1997 – 2000
At the end of the 20th century, both the bell and the word mark turned white. The designers placed them on a blue background at the top of the rectangle. The bottom half of the logo was cyan, with three wavy white lines.
2000 – 2015
The first Verizon emblem appeared in 2000, two years after the merger of GTE and Bell Atlantic. It was developed by Landor Associates, a brand consulting firm. The designers took the company’s name as a basis and supplemented it with a red checkmark in the form of two perpendicular lines.
Critics considered this logo too complex. Graphic designer Armin Vit saw it as a parody of a corporate symbol:
- A gradient was used in several places, making it difficult to reproduce the image on different media.
- The stylized “z” did not match the italic letters and looked like an inappropriate broken line.
- The huge checkmark above the word broke the overall symmetry.
2015 – present
Due to many inconsistencies, Verizon updated the logo, entrusting this task to the Pentagram agency. Michael Bierut’s team of specialists made just a few fixes. The designers removed the italics but left the font bold and black. Also, they made the “z” normal, without the long fire tail.
Another change was made to the checkbox. This element is shifted to the right and reduced. Now the two lines converge at one point at an acute angle. The gradient disappeared, making it much easier to reproduce the logo.
Font and Color of the Emblem
After the redesign, the essence of the emblem has not changed. It, as before, is a wordmark complemented by a red checkmark. The V symbol confirms Verizon’s reliability. All details are balanced and aligned to keep the image symmetrical.
Representatives of the Pentagram agency used the Neue Haas Grotesk for the inscription, but not the original version, but a modified font of the typographer Christian Schwartz. The word “Verizon” consists of black lowercase letters and contrasts with the red checkmark (shade # CD040B).