Verizon is refreshing its brand with a new visual identity and advertising campaign, according to a press release, introducing additional benefits and programs for subscribers. The telecommunications giant’s logo has been simplified, now featuring a lighter red “V” in a custom Neue Haas Grote font with yellow and gold accents, reflecting the company’s name, a combination of veritas (Latin for truth) and horizon.
“Verizon is one of the most recognizable brands. By listening to our customers, we continue to significantly expand our offerings and our brand promise of connecting people when it matters most on our trusted network,” said Verizon Chairman and CEO Hans Vestberg. “We never stop pushing the industry forward and delivering more value to our customers. This next chapter is a continuation of our journey of service and innovation.”
The new streamlined look, which moves away from the checkboxes introduced in 2015, will be implemented across Verizon’s marketing, digital channels, websites, apps, and retail touchpoints over the next few years. Verizon stated that these changes would strengthen “business momentum while remaining within current investments.” The branding overhaul was executed by Turner Duckworth, Publicis Groupe’s design studio.
To complement the new look, Verizon is launching an advertising campaign that revives the iconic “Can you hear me?” tagline from the 2000s. This campaign, originally starring actor Paul Marcarelli, who later moved to Sprint (now part of T-Mobile), is making a nostalgic comeback. The latest version features a real Verizon network engineer, showcasing the importance of reliable connectivity in various scenarios, such as performing mobile transactions, managing a chaotic household, and creating content for TikTok.
Verizon’s marketing partners, including The Community, Ogilvy, and Momentum Worldwide, are helping to roll out this campaign. This nostalgic approach follows a trend where brands revive popular slogans from the ’90s and early 2000s, such as Sprite’s “Obey Your Thirst,” to appeal to Gen Z consumers.
Verizon’s marketing push also includes new offerings like the MyHome plan, which extends the carrier’s popular MyPlan mobile subscription to home internet services. The company has updated its phone trade-in program and introduced the Verizon Access platform, which provides pre-sales, giveaways, and perks for events like America’s Cup football matches and NFL games. Advertising campaigns support these updates and a partnership with Spanish-language content provider ViX.
The rebranding and marketing initiatives come as Verizon welcomes a new chief marketing officer, Leslie Berland, who took over after the departure of longtime chief Diego Scotti. Berland joined Verizon from Peloton, where she served for less than a year.
For more details on Verizon’s rebranding efforts, visit the source here.