Verizon is switching things up. After over 20 years, they’re ditching their iconic electric-themed checkmark logo. In its place? A sleek and modern red “V” that can adapt to any situation.
Nine years after ditching its iconic checkmark logo, the wireless giant grapples with subscriber growth as mobile data has become a basic expectation. Verizon is now pivoting away from its traditional focus on wireless infrastructure and leaning into the allure of the media and entertainment experience it offers through partnerships and premium subscriptions.
“We need to take a leap to emotionally connect with consumers,” says Ricardo Aspiazu, VP of Creative & Brand for Verizon, recognizing a critical challenge not just for Verizon but for the entire wireless industry. “A network is the lifeblood of connectivity, but it’s like electricity – essential yet unseen,” says Aspiazu. “‘How do we start making the invisible visible?‘ is the key question we’re grappling with,” he concludes.
What’s new?
In Verizon’s design system, black dominated its iconic red. Despite its 99% brand awareness, only 30% of people recognize the Verizon checkmark. This massive gap between awareness and recognition highlights a key challenge: Verizon sees itself as the engine powering your connected life, yet to consumers, it remains unseen. Think of it like a powerhouse hidden behind a curtain. Verizon fuels our digital lives, yet to consumers, it’s a faceless utility. How can they bridge this gap?
Verizon’s brand team made the bold move to abandon a standalone mark altogether, and focus purely on the V in Verizon as its ownable shape. “We didn’t want to introduce a symbol out of left field,” says John Garvey, executive creative director at Turner Duckworth, the firm that collaborated on the rebrand. Instead, they opted for a familiar symbol and “let color be the main story,” letting the vibrant red ‘V’ take center stage.
The reserved black logo got a bold makeover, transforming into an eye-catching red ‘V’. The redrawn ‘V’ resembles a folded ribbon, similar to the Netflix logo, but with a unique warm glow emanating from its base. Aspiazu explains the glow symbolizes “endless energy” and Verizon’s core values.
Beyond the logo refresh, Verizon is also revamping its employee uniforms to create a more welcoming and relatable experience for customers. The hope is that the new designs will be so stylish that employees might actually wear them outside of work.
Final thoughts
The resemblance to Netflix’s logo is no accident. Verizon is transforming itself into something akin to a media company, even though its core business remains wireless infrastructure. They’re ditching the image of the invisible workhorse delivering data and aiming to become as exciting as the content they bring to consumers.
More from Verizon
Verizon is bringing back a beloved marketing icon – the “Can you hear me now?” campaign. But this time, it’s getting a modern twist. The goal? To connect with users on an emotional level and showcase how Verizon quietly empowers their lives. Gone are the technical explanations; instead, expect relatable scenarios and powerful visuals. Verizon is even upping the ante with modern music and collaborations with content creators, all aimed at making the brand feel more human and relevant to today’s audience.
Watch their new campaign video below:
