Verizon Explains Logic Behind Its Puzzling New Logo

CMO Says Check Mark Is Symbol Of Getting Things Done

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Ad Age reported earlier today, now that Verizon acquired AOL in June for $4.4 billion, it's creating a new visual identity. At the time of our original report, the company wasn't commenting. But now it has released a statement and a video that tries to explain the new look, which was created by design agency Pentagram.

So why mess with a good thing? Chief Marketing Officer Diego Scotti explains the purpose like so: "Our goal was to define a brand identity that stands for simplicity, honesty, and even joy, in a category that has become overrun with confusion, disclaimers and frustration."

Here's what Verizon has to say about the new look.

Today, we're introducing a new look to go along with our renewed purpose at Verizon. In a world that is constantly changing and introducing new technology, our customers rely on us every day to deliver the connections that matter to them. We make it possible for today's always-on consumers to watch videos, listen to music, navigate city streets and stay in touch across the globe. Simply put, we deliver the promise of the digital world and we need a logo that expresses our purpose in a way that is truly ours.

Why are we changing now?

As our customers and our business evolve, so must we. The reveal of our new brand is more than just a new look. It's a chance to further everyone's understanding of who Verizon is and where we are going. After 15 years, the new visual identity marks the beginning of the next chapter to distinguish Verizon in the minds of consumers and signals our revitalized purpose of delivering the promise of the digital world; simply, reliably and in a way that consumers want.

The new brand identity takes the best elements of Verizon's heritage, represented by its colors and the Verizon "checkmark", and transforms them for a new era. At its most basic level, the new logo is a visual statement that honors our history and reflects an identity that stands for simplicity, honesty and joy in a category rife with confusion, disclaimers and frustration. It's a cleaner, more human design and the checkmark, the universal symbol for getting things done, uniquely expresses the reliability of Verizon.

"Verizon is trying to communicate simplicity, reliability and focus on the customer," said Michael Bierut, partner and designer at Pentagram, the shop that designed the new logo."The logo they came up with 15 years ago is complicated, and is used inconsistently."

new verizon logo (to be released 9/3/15)
new verizon logo (to be released 9/3/15)

Mr. Bierut said the new look was designed the way it was so that it could be simply reproduced on large and small scales, online, on trucks, in print and everywhere else. The new look will be accompanied by a new tone of voice from Verizon, and the goal is to have a friendlier and livelier appearance.

So what do you think of the new logo? Comment below.

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