Verizon’s Rebrand: Ditching the Iconic Checkmark for a Bright, Vibrant New Look

Category

Branding

Read Time

4 min

Published

05 July, 2024

Verizon specialises in advanced telecommunications and digital services, providing a diverse range of offerings including mobile, broadband, and TV.

The company is renowned for its extensive network infrastructure, which serves nearly 115 million customers and generated over $134 billion in revenue in 2023.

As part of its ongoing commitment to improving the customer experience, Verizon has launched a series of new programs and benefits tailored for both home and business consumers.

Coinciding with this, the company has unveiled a new brand identity designed by Turner Duckworth.

According to a company press release:

Verizon is also refreshing its brand, bringing forward the energy and vibrancy of how people live, work and play, powered by Verizon. The refreshed branding and creative formats will be rolling out across the company’s consumer, business and network footprints.

Ditching the checkmark

The most notable change in the evolution of the logo is the removal of the red checkmark.

Personally, I quite liked it, although it was never destined to stand alone as a symbol of the brand due to another major sports company owning that space.

Over the years, the checkmark underwent several modifications, and it was thankfully reduced in size during the 2015 update.

Verizon wordmark over the years

Previously it occupied excessive space, making it feel intrusive and over the top.

The old logo’s large front print was challenging to replicate across different devices, highlighting the need for refinement. The latest version is much cleaner and more fitting for today’s audience who often prefer brands to be more minimalistic.

The company is introducing a new logo: a red V with a yellow glow, which anchors in the Verizon name – Veritas (truth) and Horizon (the future of possibility). The refreshed design system reflects that energy with new colour palettes, photography, and new TV and digital formats that reflect the way people live, work and play. These changes will roll out across marketing, digital properties, including the website and apps, and in retail stores in the coming years.

Verizon advertising banners

A simple block colour

Another instantly recognisable change is the alteration of the wordmark’s colour.

Previously black, the brand has now adopted a bold red, making Verizon stand out more prominently against various backgrounds.

This new colour choice, combined with the removal of the checkmark, gives the brand a stronger and more confident appearance. This identity contrasts starkly with competitors like T-Mobile, which opts for a friendlier, softer feel.

In an industry where blue is commonly used to convey trust and reliability, choosing a vibrant red is a brave move.

Despite this bold change, the logo retains its personality and likeability, striking a balance between being professional and appealing to both residential and business customers.

The wordmark itself has been subtly modified with a more open “v,” which adds more space to the overall design whilst also improving legibility.

While the new logo is great, the design team didn’t stop there; instead of the checkmark, they introduced a version where the “v” has an inner yellow glow.

Verizon glow logo on black background

A logo ‘glow up’

The glow on the ‘V’ is a great addition and to me; it represents connectivity or the flashes of electricity, reflecting the company’s digital offerings such as internet and TV. It’s a clever detail that adds visual interest to an otherwise solid colour.

This glow effect also works particularly well when the standalone ‘V’ is in motion, as seen in the imagery and video below.

gif showing Verizon logo glow

It conveys a sense of movement, tying back to concepts like lightning-fast internet speed and connectivity, creating a synergy between the visual elements and the service offerings.

The standalone ‘V’ seems to be something the brand is keen to push, aiming for it to be strong enough to exist independently without the full branding.

However, one potential issue is that the glowing ‘V’ has been embedded into the actual wordmark. It might have been better to keep this as a standalone monogram to differentiate it in the eyes of customers, avoiding confusion about whether the logo is the glow or non-glow version.

From a design perspective, though, it looks great in application.

The new colour palette is also something to note, led by red and complemented boldly by bright yellow and a tan colour. This combination gives an almost literal electric quality to the design, improving it’s appeal.

Hey I'm Tony, Founder and Director of Canny Creative. I eat, sleep and bleed Canny to be honest. I'm an absolute workaholic (and yes, I know that's not a good thing!).

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