Dive Brief:

• After an underwhelming response to its revamped logo reveal, Verizon is making a branding push with a new campaign by Wieden+Kennedy.
• The telecom giant's new logo was released the day after Google released its simplified new logo, and has a similar uncluttered feel.
• The branding campaign ads will appear on college and NFL football games and includes online, print, digital and outdoor marketing.

Dive Insight:

Verizon is undergoing some work on its corporate identity with a new logo and a branding campaign designed to be "next element the company is using to bring to life Verizon's network capability and the difference it makes in people's lives by delivering the connections that matter to them,” according to the company. The campaign is being handled by Wieden+Kennedy and includes TV spots that will run during high profile event such as college and NFL football games and has online, print, digital and outdoor marketing elements as part of the effort.

In a statement, Melissa Garlick, senior VP-brand creative marketing for Verizon said, "Better is how we differentiate our brand in the marketplace. At its core, Better Matters (the name of the new campaign) exemplifies that the network you choose and the access it provides makes a difference."

The telecom giant described the new look logo in a blog post as representing “simplicity, honesty and joy in a category rife with confusion, disclaimers and frustration.”