Back in the year 2000, telecommunications company Bell Atlantic had grown to the point where it needed a name to fit a business that was no longer confined to the eastern part of the United States. Thus, Verizon was born and America came to be accustomed to a new logo, consistently regarded by designers as one of the worst logos used by a major corporation. Fifteen years later, one the country's most omnipresent brands has replaced that logo.
Keeping some of the straightforwardness of its predecessor, the new logo is dominated by a single-colour wordmark. Some identification is achieved and continuity maintained by keeping a small version of the old checkmark as part of the logo.
One of the reasons the old Verizon logo was so reviled may have been the fact that it was a hodgepodge designed by several major corporate design agencies. According to the now dormant site Identityworks, the V symbol and the black lettering was designed by Landor, while DeSola Group added the red Z and was in charge of implementation. Both agencies, as well as Lippincott & Margulies, were involved in the name development.
"The new brand identity takes the best elements of Verizon’s heritage, represented by its colors and the Verizon “checkmark,” and transforms them for a new era. At its most basic level, the new logo is a visual statement that honors our history and reflects an identity that stands for simplicity, honesty and joy in a category rife with confusion, disclaimers and frustration. It’s a cleaner, more human design and the checkmark, the universal symbol for getting things done, uniquely expresses the reliability of Verizon." - Verizon communications
No word yet on who developed the new identity.
Thanks to Randall C for the tip!