The Death Star is dead. Long live the Death Star.
That’s the message I’m getting from the new post-merger SBC/AT&T logo, unveiled today. Here it is, with its forebears:
(From left, the 1983 Saul Bass original, the 1999 “refined” version, and the new globe.)
Now, brand consultants usually have some high-falutin’ language about what the brand means and what it evokes and all that. (Example: “[CEO Ed Whitacre] says marketing people finally convinced him that the new look was more evocative of the Internet generation: ‘They tell me it’s more trendy and modern.'”)
I don’t know know about the “Internet generation”, but for me it says:
- Look, we turned the globe inside-out. Sort of like how former AT&T-spinoff SBC gobbled up its parent. The student has become the teacher, see?
- We liked Citigroup‘s font. And hey, lowercase seems to be working for them…
- Sure, it’s ugly as hell — but aren’t you glad we didn’t make some unholy combination of the SBC logo and the globe? Imagine the Death Star with tentacles!
- Hey, at least it’s not Verizon.