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Verizon

Global brand identity refresh for Verizon that was launched in June 2024. Concepted and designed in collaboration with Turner Duckworth and Verizon’s marketing team.



The glowing “sun” V reflects back on Verizon’s name—a portmanteau of veritas and horizon.



In addition to a custom version of Neue Haas Grotesk designed by Monotype, the identity featured an updated photography style and color palette that was combined with bold typography.


The refresh was also applied across all of Verizon’s B2B segment as well.



“Verizon is a strong, trusted brand that plays a critical role in people’s lives, but most of what we do is often invisible and behind the scenes. We want to make the invisible, visible.”

—Verizon CMO, Leslie Berland





The ‘V’ also becomes a portal into the world of Verizon by highlighting all of the things Verizon has to offer.


A new TV spot created by Ogilvy features Verizon’s long running “Can You Hear Me Now” tagline and highlights the fact that Verizon offers everything consumers need in the moment.


Agency:
Turner Duckworth SF

Client:
Verizon

Sector:
Tech, B2B/B2C

Type:
Brand Identity

Role:
Senior Designer

Team:
ECD - Chris Garvey
CD - Jared Britton
DD - Oliver Lo
Sr. Designers/Designers - 
Katie Barger
Bennett Wantz
Matt Knight
Eli Walters
Michael Bagnardi
Daphne Huang

Press:
Ad Age
Adweek
Fast Company
USA Today
MSN

Challenge:
Reposition Verizon in a way that modernizes the brand while also preserving its heritage and showcasing all of its current product offerings. As a data, content and network provider, how can we make the invisible, visible?

Insight:
During consumer testing, there was 99% brand recognition but only 30% of people were able to recognize the existing checkmark icon that was designed by Pentagram as belonging to Verizon.

Solution:
The existing wordmark and check icon was replaced with an updated glowing ‘V’ lettermark and updated wordmark that better captured the energy and spirit of the brand. New graphic patterns, a refreshed color palette and photography style supplemented the new visual brand language while remaining grounded in Swiss Modernism. The new branding pulls inspiration from the company’s heritage while infusing the energy, vibrancy, and experience of life powered by everything Verizon offers.

Result:
The new mark and identity injects new life, energy and flexibility into a brand that had become outdated, unrecognizable and constrained.