AT&T begins life afresh with a new corporate logo

Mumbai: The new AT&T began its first day as the largest telecom company in the US by introducing a new corporate logo.

The new logo reinvigorates the AT&T globe — one of the most recognised corporate symbols in the world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence.

Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the "AT&T" characters because it projects a more welcoming and accessible image. The core of the new logo remains blue because both the SBC and AT&T brands are strongly associated with that colour. The overall design more accurately represents the company that is leading the industry in delivering best-in-class services to consumers and business professionals.

Unveiling the company''s new corporate identity, Edward E. Whitacre Jr., chairman and CEO of AT&T Inc, said "Today''s shift to a new brand and a new look symbolises the strategic transformation under way at the new AT&T. It also reflects the fact that, while our brand has a long and proud heritage, the attributes that bring it to life for our customers are as fresh and new as ever."

"The revitalised mark symbolises these attributes — innovation, integrity, quality, reliability and unsurpassed customer care. Our customers know that we''re focused on keeping our promises, committed to operating honestly, and dedicated to bringing them new products that make a difference in their lives," he added.

The brand transition will be supported with the largest multimedia advertising and marketing campaign in either company''s history, as well as through other promotional initiatives. New AT&T advertisements in the SBC operating regions will be co-branded with the SBC and new AT&T logos in order to underscore the association of the companies and transfer SBC''s brand equity in its operating regions to the new brand.

An extensive re-branding initiative will occur over several months involving:

• Nearly 50,000 company vehicles
• More than 6,000 company buildings
• Roughly 40,000 uniforms and hardhats worn by company service representatives.
• More than 30 million monthly customer bills.
• Millions of business cards, customer information pamphlets, phone and online directories.
• Company web sites.

Customer bills will include the new AT&T logo on envelopes beginning in December and on actual bill statements beginning in February 2006. The company will use existing product and service names until all legal and regulatory name-change filings are complete.

Employees of the combined enterprise will gather today at the new AT&T headquarters in San Antonio to usher in the new era, as Ed Whitacre officially unveils the new logo on the building''s exterior. A similar event will take place with employees at the former AT&T Corp. headquarters in Bedminster, N.J.