The biggest cellular carrier in the US, Verizon Communications, has unveiled a redesigned brand identity. Formed in 2000 through the merger of Bell Atlantic Corp. and GTE Corp., Verizon has expanded to offer a wide range of services, including TV, wireless, residential, and business products, to over 114.8 million customers. In 2023, the company, with around 105,000 employees across roughly 1,500 retail locations, brought in over $134 billion in revenue. Verizon’s rebranding, created by Turner Duckworth, aims to capture the dynamic and connected manner in which people live, work, and play.
The company’s consumer, corporate, and network sectors will all adopt the updated branding, emphasizing vitality and energy. The new identity marks a significant departure from the previous design, created in 2015 by Michael Bierut of Pentagram, which received mixed reviews. The former design was often criticized for being too simple and uninteresting but eventually gained recognition and respect as a well-known business symbol.
The revamped logo is the focal point of the new identity. The recognizable checkmark has been eliminated, a pillar of Verizon’s visual identity for almost 25 years. It has been replaced with a striking red “V” with a faint yellow glow. This new design feature represents “Horizon” (the possibilities for the future) and “Veritas” (truth), underpinning the company name. The makeover presents the company as contemporary, self-assured, and forward-thinking.
Minor changes have been made to the wordmark itself. The letters have been refined with a more open “v,” improving readability and giving it a more contemporary look. The switch to a red wordmark represents the company’s determination to stand out in the crowded digital and mobile market, particularly against rivals like AT&T’s blue and T-Mobile’s magenta.
The new identity encompasses more than just the logo. The company has unveiled a comprehensive design system that includes new TV and digital media formats, revised color schemes, and updated photography techniques. This holistic approach ensures the brand is represented consistently across all contexts, including marketing materials, online platforms, and physical retail stores.
A crucial component of the rebrand is its implementation across the company’s digital properties. The new visual identity will be featured on the website and mobile apps, offering a unified and improved user experience. This revamp reflects the company’s commitment to innovation and staying relevant in a rapidly changing technological landscape.
The new brand will be prominently displayed in retail establishments nationwide. The new design aims to create a more dynamic and engaging atmosphere for its customers, further solidifying its leadership position in the telecom sector.
New advertising and promotional initiatives showcasing the enhanced visual identity are also part of the rebranding. The advertisements will highlight how the company’s technology facilitates modern lifestyles, from social media and entertainment to remote work.
The new branding will be introduced gradually to ensure stakeholders and customers adapt smoothly. New designs will be rolled out incrementally, and existing materials will be updated as needed to maintain continuity and minimize disruption.
The redesigned logo signifies its growth and adaptability as it looks to the future. The company is dedicated to providing outstanding customer service and state-of-the-art technology, ensuring it remains a reliable partner for millions of clients nationwide.
