Telecom giant, Verizon, has announced a substantial brand overhaul. The ‘V’ in their logo emphasized as a symbol of its wide range of services. This strategic effort was led by CMO, Leslie Berland, who took the role in late 2023.
Verizon’s new logo has a modernized ‘V’ that brings light to the company’s expansion into areas such as entertainment, gaming, and sports viewership. This bold evolution is aimed towards reinforcing the corporation’s devotion to innovation and customer-based diversification.
Previously, despite a high recognition of Verizon’s logo, only 30% of the public could identify Verizon’s checkmark logo. To address this and shift the brand’s perception in customers’ daily lives, Berland teamed up with Ricardo Aspiazu, Vice President of Creative and Brand Management at Verizon. Their goal was to create a vibrant and contemporary design that would actively enhance customer engagement.
The redesigned checkmark is not only easier to identify but also adapts to various platforms without losing its Verizon identity. Overall, these changes aim to reposition Verizon as a provider that closely connects with their customers’ lives.
The new brand identity leverages the ‘V’ as a universal symbol in its logo.
Modern rebranding of Verizon’s logo
The logo now represents a horizon, suggesting unending potential. With a diverse color scheme and an emphasis on the ‘V’, Verizon seeks to transcend its traditional boundaries.
While the visual changes are notable, the rebranding extends to its philosophy as well. The newly unveiled ‘V’ symbolizes growth and the commitment to elevating living standards and reinventing consumer experiences.
The transformation will be gradual to avert any customer confusion. This will also see the rebirth of the famous “Can you hear me now?” slogan and a consideration for new staff uniforms. The branding overhaul is being executed by design agency Turner Duckworth.
Verizon will use its famed “Can you hear me now?” campaign to spotlight the company’s supportive role in customers’ daily and professional lives. The advertisements will touch on services like the exchange of damaged appliances to highlight Verizon’s efficiency and effectiveness on customer’s life disruptions.
Lastly, in its future campaigns, Verizon plans to collaborate with various artists to create a unique, modern atmosphere. The use of music is projected to further strengthen the bond between the brand and its consumers.
