Global brand identity refresh for Verizon that launched in June 2024. Designed in collaboration with Turner Duckworth SF and Verizon.

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

The vibrant color palette driven by red and yellow infuses the brand with energy and youthfulness.

Monotype designed a custom cut of Neue Haas Grotesk in 3 weights.

“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

Updated signage at Verizon’s flagship store in NYC.

The scalable identity is also flexible enough to include holiday campaigns, collaborations and brand activations.

Challenge:
Reposition Verizon in a way that better reflects Verizon’s current position as a contemporary media 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. This told us we needed to find a new symbol that Verizon could own.

Solution:
We updated the entire brand identity by creating a flexible design system that emphasized the idea of “connection” throughout all of the different brand expressions. We replaced the existing monochromatic wordmark and check icon with an updated glowing ‘V’ lettermark and vibrant color wordmark that injected the brand with life and better captured the contemporary power, energy and universal reach of the brand. The flexibility of the lettermark also speaks to the personalized and customizable nature of the brand for consumers and businesses alike.

A complete visual overhaul for both the consumer and business arms included new graphic patterns, typefaces, color palettes and photography styles while still remaining grounded in the brands roots of Swiss Modernism.

The new identity is also flexible enough to be used for seasonal campaigns, collaborations and activations and premiered with Verizon’s collaboration with Barbie for the 2024 holiday season.

Pulling inspiration from the company’s heritage, the new identity celebrates individuals and speaks to the contemporary energy and personal experience of everything Verizon offers as a leading technology and media provider in the 21^st Century.

Result:
The new mark and identity was launched globally across the entire Verizon brand in June 2024 and injects new life, energy and flexibility into a brand that had become outdated, unrecognizable and constrained. The identity attracted significant online chatter and attention from several major media outlets.