AT&T kicks off branding campaign

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San Antonio—AT&T on Tuesday rolled out a branding campaign, titled “Your Seamless World,” focusing on mobility services.

AT&T hired noted film director Wes Anderson (“The Life Aquatic With Steve Zissou,” “Rushmore”) to oversee six TV spots dubbed “Actor,” “Architect,” “Businessman,” “College Kid,” “Mom” and “Reporter.” The campaign will also include online, print and outdoor advertising.

On Sept. 24 AT&T will launch a Web site called Digital World where visitors will be able to create a “digital personality” by using modules of color to express how they operate in the digital realm.

In the new branding effort, AT&T is using orange as the primary color in its palette. Blue will remain the color of the corporate logo and function as a secondary color in its branding. Ads, company signage and the AT&T Web site are all undergoing a color change.

—Matthew Schwartz

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