Sprint and Nextel Communications announce new branding and logo to be used by combined company
Broad market appeal of Sprint brand to lead combined company’s go-to-market presence; Nextel to be prominently promoted as a product-line
Sprint and Nextel Communications Inc. today announced details surrounding the brand strategy and logo to be used upon completion of the companies’ merger, expected in the third quarter of 2005, pending shareholder and regulatory approvals. The new go-to-market brand name of the combined Sprint Nextel will be Sprint, with the Nextel name continuing as a key product brand.
The two companies announced their agreement to merge on Dec. 15, 2004, with a commitment to create America’s premier communications company –- offering a comprehensive range of wireless and wireline services to consumer, business and government customers.
“The companies are in the enviable position of possessing two incredibly valuable brands with overwhelming positive and powerful equity in the marketplace,” said Mark Schweitzer, designated Chief Marketing Officer for the new company and Nextel’s current senior vice president of marketing. “Our brand strategy and logo will integrate the most valuable assets of each company’s identity.” (…)
The New Logo
Blending elements of Sprint’s signature “pin drop” – representing clarity – and Nextel’s bold yellow and black colors – which command attention – the new logo is a powerful symbol for the new Sprint as a forward-moving, energetic and dynamic brand. Additionally, in advertising, the new Sprint visual treatment will include the line, “Together with Nextel,” as a reminder of the equity of these two strong brands coming together as one. Separately, in advertising featuring Nextel products and services in the combined company’s markets, there will be a Nextel visual treatment that uses the current Nextel logo with the language “Together with Sprint.”
(…)
Source:
Sprint Nextel
