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product experience strategy and design

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November 21, 2005

And here it seems like they just finished changing all the signs at the ballpark. Having completed its acquisition of AT&T, SBC has taken on its old parent's identity and unveiled a new AT&T logo. It's another of these gradient-heavy 3D logos that seem to be the trend these days (see also UPS and Chevron). Compared to the old one, it seems to represent an aggressive attempt to soften and humanize the technocratic image of the old company: lowercase type, rounder letterforms, and a more organic take on the curves in the old Death Star.

<=> | November 21, 2005


They're using an almost a spot-on match for Myriad, Apple's official corporate font.

Posted by: dansays | Nov 21, 2005 9:52:01 PM

Though I can't stand them, wikipedia has a nice history of AT&T & the Baby Bells, as I discovered one night tryihng to figure out what happened to Bell Labs.

Posted by: catmistake | Nov 22, 2005 3:12:59 AM

Delicious. Looks like a japanese dessert of some sort. Pearl tea, or perhaps a mochi ice cream bonbon. The lower case font is so comfortable I want to sit down and have a nice long(-distance) chat with it, to see how it's doing what with all these traumatic mergers.

Posted by: erik gibb | Nov 22, 2005 10:30:29 AM

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