Welcome to the New Globe Theater

December 3, 2005 on 1:47 am | In Brands - Products, Print Advertising | No Comments

AT&T, recently purchased by SBC Communications, has a new corporate identity that features, most conspicuously, a sporty restyled globe, created by 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.”