The Globe's New Axis

By Tk Published on .

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AT&T, recently purchased by SBC Communications, has a new corporate identity that features, most conspicuously, a sporty restyled globe, created by New York design consultancy Interbrand. The new logo "maintains the recognition of the iconic AT&T brand mark while adding dynamic design elements to signal the new, reinvigorated business," according to Interbrand. "The new globe is three-dimensional and transparent to communicate the openness and clarity of the new AT&T." In addition, a "more approachable" lower-case type style-a customized font based on Avenir-is intended "to make the brand more appropriate in the residential space, and a comprehensive graphic system has been designed to provide a structured sense of movement and dynamism, introducing color in a way that adds vibrancy and freshness."
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