The Verizon Brand: Why Change was Inevitable

After more than 20 years, Verizon has dropped its iconic checkmark and introduced updated visuals with a comprehensive rebrand. This significant change marks a new chapter for the company, which aims to redefine its identity and broaden its scope beyond traditional wireless communication.

Recently, Verizon unveiled its rebrand and revived its “Can You Hear Me Now” campaign globally. This campaign aims to resonate with a broad audience, emphasizing the brand’s commitment to innovation and connectivity across multiple forms of media.

The updated logo coupled with the relaunch of the familiar slogan allowed audiences to associate the established brand identity with the new one. While the removal of the checkmark icon signifies a departure from the past, the company has shifted its focus to the letter “V.” This new emblem, reminiscent of the iconic Netflix logo, symbolizes Verizon’s evolution and its embrace of a more modern, versatile identity.

The rebrand reflects Verizon’s strategic repositioning as a multifaceted technology platform. This transition began several years ago but is now fully realized in the latest rebrand. Verizon is not just a wireless communication provider; it is a comprehensive platform for streaming, gaming, and engaging with the world in various ways. This evolution underscores the company’s commitment to adapting to the changing technological landscape and meeting the diverse needs of its customers.

Evolving the Brand

Ricardo Aspiazu, VP of Creative & Brand for Verizon, noted, “While Verizon has close to 100% brand recognition in the U.S., the check logo had an awareness of just 30%.”1 The 2016 rebrand, led by Pentagram’s Michael Bierut, aimed to reaffirm Verizon’s dominance as the largest wireless provider in the U.S.

However, the 2016 rebrand lacked clarity for both Verizon and its customers. Without knowing that Verizon’s name stems from Veritas (truth) and Horizon (the future of possibility)2, I never understood the reason behind the checkmark, and as a Verizon customer, I never felt convinced of its association with “reliability.”

This pivot revitalized a fading brand by introducing a pop of color. Speaking about the vibrant new look and the glow of the “V”, Aspiazu explained that the glow symbolizes “a never-ending flame and energy in the truth.”1

Verizon’s new identity aims to convey that it is not merely a provider of wireless services but a facilitator of all forms of communication. The company’s expanded focus includes offering robust streaming services, cutting-edge gaming experiences, and advanced connectivity solutions that enable users to connect with the world in meaningful ways. This holistic approach positions Verizon as a leader in the tech industry, capable of delivering a wide range of services that enhance everyday life.

A Bold New Direction

The updated visuals and campaign are designed to attract a new generation of tech-savvy consumers while retaining the loyalty of its existing customer base. By emphasizing the versatility and modernity of the brand, Verizon seeks to establish itself as an integral part of the digital ecosystem, where communication is not just a service but an experience that encompasses various aspects of modern life.

The logo’s striking transformation from reserved black or white to vibrant red is indicative of the company’s expansion into new terrain. The redesigned “V” logo also underscores Verizon’s powerful partnerships.

Through various images and animations, Verizon demonstrates how the glow of the “V” can be infused with media from partners like Apple Music, Hulu, NFL+, Apple Arcade, and Walmart+. The left stroke of the “V” acts as a gateway and a new beginning to these collaborations, reinforcing Verizon’s expansive network.

This transformation into a communication company seems relevant and correct in Verizon’s evolution. However, from a client perspective, it may be difficult to understand why they should choose Verizon and its partners rather than going directly to the partners themselves.

Connecting everything, Verizon’s “Can You Hear Me Now” campaign puts a fresh spin on its classic 2000’s campaign, emphasizing that Verizon is still about communication both on and off their devices. Aspiazu explains, “If we really want to become an experience of life company, we need to show people experience and life outside just holding a device in front of them.”1

This campaign aims to illustrate how Verizon facilitates meaningful connections in various aspects of life, not just through devices but in all forms of communication.





Photo Credit to Verizon

Article Lead by: Lou Petrongelli
Edited by: Scott Markman & Gemma Gifford