Though the company’s identity has undergone several revisions since it’s establishment in the late 19th century, this most recent change is a subtle iteration on the previous 2005 version of the logo. We know that companies choose to rebrand themselves for a variety of reasons, but this decision from AT&T is largely due it’s recent acquisition of satellite television provider, DirecTV. Recognizing that both AT&T and DirecTV are household names, the process of developing a new brand identity for both companies presents unique design challenges.
In the internet era, we’ve seen companies of all shapes and sizes rebrand themselves with some regular frequency. A few examples come to mind: Google traded shine, shadows and serifs for a flatter, wider logo. Yahoo dropped it’s playful, cartoonish font for a sleeker, more evenly scaled type. And Pepsi, which redefined it’s signature brand mark entirely while still managing to stay true to it’s predecessor.
These design decisions help AT&T achieve their goal of being more flexible and functional in a variety of environments including both light and dark backgrounds as well as overlaying images.