AT&T is America’s premier integrated communications company with 200,000+ employees, 90,000+ vehicles, and thousands of retail stores. AT&T has been dramatically reimagining their business through global expansion with acquisitions of: Nextel Mexico and Iusacell; leadership in fast-moving B2B space like the industrial Internet-of-things connected car markets; and a $49 billion merger with DIRECTV to become the largest pay-television provider in the world. With all of this change, AT&T was becoming an entirely new kind of company, which had major implications.
With an existing brand identity optimized for the highly competitive wireless market, AT&T found their brightly-colored, bubbly look did not resonate in the entertainment and enterprise contexts now critical to their business. [We] were tasked with reimagining the brand to establish credibility in new markets, provide flexibility across diverse products and audiences, and introduce thousands of new employees at DIRECTV, Nextel Mexico and Iusacell to AT&T.
Aligned on a masterbrand architecture, [We] created a refined suite of core elements—a streamlined, confident reimagining of the iconic Globe logo, refreshed brand color palette, new experience principles and brand voice to unify the brand across business units and experiences. A companion suite of flexible assets, including a new photography and illustration language and a custom proprietary type family in 3 styles and six weights, complemented the core brand for specific audience needs in contexts both enterprising and entertaining.
The result is a powerful, dynamic brand which emphasizes cohesion over consistency, allowing AT&T to be credible and recognizable in all of their new contexts. We brought the new identity to life across a huge variety of the brand’s experiences — from new technician uniforms to a reimagined billing experience, employee behaviors, to retail signage, fleet design to hackathons at CES (Consumer Electronics Show). The updated AT&T Globe logo, brand color and AT&T Aleck typeface now connect the brand’s advertising and digital platforms. The rollout of the identity continues across AT&T’s vast landscape of over 200,000+ employees, 90,000+ vehicles, and thousands of retail stores as they continue to expand their brand promise of mobilizing a world that works for people like never before.