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Old 11-22-2005, 05:40 PM   #1
ktinkel
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Default New AT&T (SBC) logo

It sure didn’t take long. SBC took over AT&T on Friday, and within hours we get to see this new logo. Well, newish, anyway.

So —————— anyone have anything to say?
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Old 11-22-2005, 07:25 PM   #2
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I'm speechless.

   
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Old 11-23-2005, 07:15 AM   #3
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Quote:
Originally Posted by ktinkel
It sure didn’t take long. SBC took over AT&T on Friday, and within hours we get to see this new logo. Well, newish, anyway.

So —————— anyone have anything to say?
Does this mean the phones aren't going to work now???

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Old 11-23-2005, 12:01 PM   #4
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Originally Posted by Franca
I'm speechless.
I have been wondering how much they paid for the new logo. <g>

   
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Old 11-23-2005, 12:02 PM   #5
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Originally Posted by George
Does this mean the phones aren't going to work now???
Dunno. I was hoping they would work! (We have SBC for phone and DSL.)

   
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Old 11-24-2005, 06:46 PM   #6
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It sure didn’t take long. SBC took over AT&T on Friday, and within hours we get to see this new logo. Well, newish, anyway.
Turns out the “new” logo was designed by Interbrand. Lots of palaver, viz & to wit:
The New AT&T identity is both evolutionary and revolutionary. It draws from the heritage of the well-known AT&T globe and equity in the color blue, both of which research indicated had strong awareness and appeal. Adding fresh, dynamic design elements to the globe it takes on a new appearance—one that is more dimensional, open, and transparent—all key aspects of the new brand character. A lower-case type is used to express the approachable and vibrant personality of the brand.
According to an article in The New York Times business section (not sure that link is free) on Monday, someone thinks the new lowercase type is Avenir. I beg to differ (but I have eyes in my head)! Have no idea where that notion came from, but look at my attachments, the new at&t with the newly transparent whirly globe, then my setting of Avenir.

Even if you were to shrink the & and mess with the t (though at that point why not just choose a different font — which is what I expect they did, though they neglected to tell the Times about it), this font is not Avenir.

I know this is hardly earth-shattering, especially in the world of high commerce, but why say anything at all if it is wrong? Oh, well.
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Old 11-24-2005, 09:57 PM   #7
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Hmm. I agree the font used for the at&t logo is not a standard Avenir, but it's closer than your example, which looks nothing like any Avenir I've ever seen! Your example seems to be some kind of humanist sans where the Avenir I know is a geometric sans similar to Futura but with, amongst other subtle differences, the 'a' style shown in the logo.

   
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Old 11-25-2005, 12:55 AM   #8
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the newly transparent whirly globe,

Oh. is that what it is. I thought it was supposed to be a beach ball.

   
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Old 11-25-2005, 05:53 AM   #9
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I thought it was supposed to be a beach ball.
It looks like one of those honey dipping utensials to me

   
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Old 11-25-2005, 07:56 AM   #10
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Quote:
Originally Posted by Ian Petersen
Hmm. I agree the font used for the at&t logo is not a standard Avenir, but it's closer than your example, which looks nothing like any Avenir I've ever seen! Your example seems to be some kind of humanist sans where the Avenir I know is a geometric sans similar to Futura but with, amongst other subtle differences, the 'a' style shown in the logo.
I made that specimen from the Avenir that was on Adobe’s Type On Call 4.2 (back in, not sure, 1997, maybe?) It does not look a lot like the current version being sold by Linotype (New Avenir), but it is more or less as I recall Avenir from the 90s.

I am comparing my font now to New Avenir (or whatever they’re calling it), and I see that the new one has gone back to mimicking Futura quite a bit: lower x-height, rounder g, less obvious weight shifts. Round dot instead of square. (They are so different that I decided to throw out the Avenir I had in FontAgent and drag in a fresh copy from the source; no change. Unless Adobe or Lino messed up somehow, that is — or was — definitely Avenir.)

In any event, the new at&t logo does not resemble either of these.

   
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