Using Color to Energize a Traditional Brand Image
Shortly after AT&T acquired Cingular Wireless, VVF was utilized by Omnicom Group, a global leader in advertising and marketing communications, to assess which key Cingular brand cues were important to retain for the “new” AT&T company transformation. VVF analysis showed that Cingular had significant personable associations that would energize the more traditional image of AT&T. Among outcomes were:

 

--- Strategic bridge between “old” and “new” identity by retaining visual cues of youthful, energetic Cinglular orange color to apply in combination with AT&T traditional blue scheme

--- Brand differentiation space appropriate for transformation context and positive customer associations

--- Fresh image by introducing more emotional character that clearly signified a “new” AT&T across brand identity touchpoints

 

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