Computers are to design as microwaves are to cooking (Milton Glaser).
When Saul Bass designed the AT&T mark in 1984 he did a pretty good job (could he ever have done a bad job?)
AT&T says of its mark (in a 2005 statement):
Today's shift to a new brand and a new look symbolizes the strategic transformation under way at the new AT&T. It also reflects the fact that, while our brand has a long and proud heritage, the attributes that bring it to life for our customers are as fresh and new as ever," said Edward E. Whitacre Jr., chairman and CEO of AT&T Inc.
The revitalized mark symbolizes these attributes — innovation, integrity, quality, reliability and unsurpassed customer care," Whitacre added. "Our customers know that we're focused on keeping our promises, committed to operating honestly, and dedicated to bringing them new products that make a difference in their lives.
Lowercase type is now used for the AT&T characters because it projects a more welcoming and accessible image.
Nearly quarter of a century on, could it be that AT&T was wrong? Does the verbal description match the picture?
Was it really broke? No, of course it wasn't.
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