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Verizon, America's largest telecommunications company, has rebranded after nine years. It has released a new logo and brand system in collaboration with Turner Duckworth. Verizon is repositioning itself beyond a wireless infrastructure provider to a media player in gaming, streaming, and the NFL. To give it the right entertainment impression, it has designed a new visual identity.
A rebrand with Pentagram in 2015 featured an electric-inspired check mark. But new research found that the check mark didn’t stick with customers. Turner Duckworth decided to focus on Verizon’s V instead.
The logotype is the same as Monotype's Neue Haas Grotesk. The new symbol is a ribbon-shaped folded letter 'V'. The folded red letters on a black background are reminiscent of Netflix. It may be an intentional strategy to create a similar impression.
For individuality, the folded part of the V is lit up in yellow. A warm palette is used overall. A strong red is used as the main color, and light beige and yellow are used as secondary colors. When using the visual element in different contexts, the left pillar of the V is transformed. The graphic on a bright background looks different from Netflix.
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