Verizon is revamping its brand with a new visual identity and ad campaign, according to a press release, a shakeup accompanied by the rollout of additional perks and programs for subscribers. The telecommunications giant’s logo has been simplified and is now anchored by a lighter red “V” wordmark in a custom Neue Haas Grote font that includes yellow-gold accents underscoring the meaning of the company’s name. Verizon is a portmanteau of veritas, Latin for “truth,” and horizon, signifying a look toward the future.
“Verizon is one of the most recognizable brands. By listening to our customers, we continue to significantly evolve our offerings and brand promise to connect people when it matters most on our reliable network,” said Verizon Chairman and CEO Hans Vestberg in a press statement. “We never stop pushing the industry forward and delivering more value to all of our customers. This next chapter is a continuation of our journey of service and innovation.”
The streamlined look, which ditches a checkmark flourish introduced in 2015 and has already drawn comparisons to Netflix, will be implemented across Verizon’s marketing, digital channels, websites, apps and retail touchpoints over the next several years. Verizon said the changes will shore up “momentum in the business while staying within current investments.” Turner Duckworth, a Publicis Groupe design shop, was behind the branding overhaul.
To unveil the makeover to consumers, Verizon is launching an ad campaign that harkens to a “Can You Hear Me Now?” campaign that was ubiquitous in the 2000s, when mobile adoption soared. The original creative starred actor Paul Marcarelli, who notoriously jumped over to rival Sprint, now part of T-Mobile, in 2016 after nine years with Verizon.
The latest iteration of “Can You Hear Me Now?” features a real Verizon network engineer taking on the mantle of the “test man” and depicts an array of situations where strong connectivity matters, including completing mobile transactions, juggling a chaotic household with multiple kids and filming videos for a TikTok-like app. The Community, Ogilvy and Momentum Worldwide are among Verizon’s agency partners on the marketing effort.
Verizon joins other marketers in resurrecting slogans that were popular when linear TV was dominant to tap into nostalgic fondness for the ‘90s and early aughts. Sprite recently brought back “Obey Your Thirst,” a platform that first bowed 30 years ago, with the aim of reaching Gen Z consumers.
Verizon’s marketing refresh could drive interest in new products like a MyHome plan that extends the carrier’s popular MyPlan mobile subscription offering into the home internet arena. The firm has also tweaked its phone trade-in program and debuted a Verizon Access platform offering pre-sales, free giveaways and other perks tied to desirable events, such as Copa America soccer matches and NFL games. Ad campaigns are running in support of MyHome, the trade-in upgrades and a partnership with Spanish-language content partner ViX.
Verizon kicked off 2024 with a new CMO in Leslie Berland, who took over top marketing duties following the departure of longtime executive Diego Scotti. Berland joined the business from Peloton, where she spent less than a year.
