The AT&T Brand Design team was faced with an exciting challenge: evolve the brand to reflect the company AT&T has become, including new business and entertainment offerings, operating in new markets, and supporting a new vision. Working with my peers and our agencies, we defined how the masterbrand should look, speak, sound and behave. My team focused on how the new system would deliver on the branding needs of our consumer mobility and entertainment offerings. Several guiding principles shaped our decisions. The brand must work globally, to build awareness and legitimacy in worldwide markets, while also being simple, with the globe as the hero. The identity must be dynamic, reinforcing core identity elements while expanding and flexing to meet brand needs across all media types, audiences and offerings. Finally, the brand must be evolutionary, allowing for gradual implementation without disrupting existing assets in the market.
