Sprint and Nextel announced a plan to merge with a commitment to creating America’s premier communications company. Sprint’s broad market awareness and history of innovation made it the most appropriate choice for the brand name of the new company yet it was important to retain the entrepreneurial and instant communications traits represented by Nextel. How would the new company recreate its logo to integrate the most valuable assets of each company’s corporate identity and support the company’s redefined brand strategy?
- To fuse the equity elements of both companies in order to underscore that the new identity signifies the powerful convergence of two very strong, confident brands
- Designed a new logo by combining elements of Sprint’s signature “pin drop”—representing clarity—and Nextel’s signature palette of bold yellow and black colors. This new “wing” symbol, reflects a sense of motion and flight, evoking the energetic, dynamic and visionary characteristics of the new company
- Produced a comprehensive retail signage program for roll-out across all of the company’s stores
- Developed broad identity guidelines including those for use with sponsorships and business partnerships
- Provided an environmental design package of banners and signs to build employee awareness and excitement for the launch of the new brand