• Home
  • News
    • Fresh
    • People
    • Events
  • Features
    • Educators to Watch
      • 2018
      • 2017
    • People to Watch
      • 2020
      • 2019
      • 2018
      • 2017
    • Students to Watch
      • 2020
      • 2019
      • 2018
      • 2017
    • Top Design Schools
    • Logo Trends Report
      • 2020
      • 2019
      • 2018
    • Responsible Designers to Watch
      • 2020
      • 2019
      • 2018
      • 2017
    • Print Design Survey
      • 2019
      • 2018
      • 2017
    • Stock Visual Survey
      • 2019
      • 2018
      • 2017
    • Surveys
  • Competitions
    • Enter Now
    • Graphic Design
      • 2020
      • 2019
      • 2018
    • Inhouse Design
      • 2020
      • 2019
      • 2018
    • Package Design
      • 2020
      • 2019
      • 2018
    • Web Design
      • 2020
      • 2019
      • 2018
    • Health+Wellness
      • 2020
      • 2019
      • 2018
    • Cannabis Design
    • Digital Cover Contest
      • 2018
    • Student Design
  • Blogs
    • Graphic Design
    • Products + Papers
    • Package Design USA (PDUSA)
    • Hiring + Career Tips
  • suppliers + services
  • newsletters
  • magazine
    • subscribe
    • digital edition
    • free stuff
    • media kit
    • specifications
  • about us
    • who we are
    • contact us

Pentagram Makes Simple Call For Verizon

Newsletter September 21, 2015January 11, 2016 Ilana Greenberg
pentagram_verizon2

Eschewing a complete rebrand, or a clever and flashy update, Pentagram and Verizon opted for a dramatically simplified and flexible new version of the old company checkmark logo. According to Michael Bierut and his team, the complexity of the original Verizon logo — it incorporates a modified italic typeface, two colors, a stylized letter “z,” a v-shaped form that sometimes appears above the name and sometimes next to it, and gradations in multiple locations — has made it difficult to reproduce in different media. The new logo, says Pentagram, is simpler and more scalable, while retaining “the essence of the original logo’s DNA” and aligning it with Verizon’s core values: simplicity, reliability, and dedication. Customized letterforms have been eliminated in favor of a straightforward treatment of the company name in Neue Haas Grotesk, fine tuned by Christian Schwartz of Commercial Type. The color red — long a part of the Verizon’s identity — serves as an accent, in a brighter shade. The “v” symbol is now a checkmark, evoking the commitment to get things done. In response to a smattering of social media criticism, Beirut told Adweek, “It isn’t intended to be clever or flashy,” It’s really supposed to acknowledge its role as being ubiquitous as a kind of brand with a big footprint and one that isn’t trying to add to the visual noise around us.” Wieden + Kennedy is Verizon’s ad agency.

 

Related

Sharing

  • Twitter
  • Email this article
  • Print this article

Tags

logo, pentagram, verizon logo

About Ilana Greenberg

View all posts by Ilana Greenberg →

Post navigation

Squat New York Helps Quinoa Cereal ‘Pop’ Off Shelves
Kim Leads NYC Ballet’s First All Inhouse Creative Department

GRAPHIC DESIGN USA MAGAZINE

Westend61 GmbH
YUPO - Thanks and Happy New Year!
The ADC Annual Awards
Sustainability With A Story
Berthold
Neenah SwatchPro Extension
Academy of Art University
The One Show
Verso - Brilliantly Brighter
Sessions College BFA in Graphic Design
Artisan
Syracuse University
Copyright © 2021 by Graphic Design USA. Theme: DW Focus by DesignWall.
Proudly powered by WordPress