If you believe the advertising hype, with Verizon, you’re never searching for a signal. But with their logo, I’m still searching for a meaning.
Verizon came into being in the summer of 2000 and that’s when this logo was born. Chuck and I have been hating on it ever since.
According to the corporate history on the Verizon website, “The symbol was selected because it uses the two letters of the Verizon logo that graphically portray speed, while also echoing the genesis of the company name: veritas, the Latin word connoting certainty and reliability, and horizon, signifying forward-looking and visionary.” Wow! That sure sounds good. Too bad the actual execution is just plain awful.
Every time you see the Verizon logo it looks different. This is a cardinal sin of branding. In order to gain mindshare you need to be consistent. It’s the reason companies have logos in the first place; they need a recognizable visual to gain the attention of their target audience(s). So when a logo is used inconsistently, it dilutes the mindshare businesses work so hard to build. (Of course, spend enough marketing and advertising dollars and anything can be recognizable.)