Sprint/Nextel Brand Nightmare Launched


Clearly the result of waring factions caught up in weeks of pompous, self-important, white-boarded, conference room mission/vision/essence/position marketing pontification, Sprint, today, launched its new look incorporating its recent acquisition of Nextel. The new logo features the word "Sprint" along with an innocuous graphic and the words, "Together with Nextel." Huh? Which company is this? Together with who? Sprint? Nextel? Help. We are very confused. And we actually know what's going on. Pity the poor consumer who has to wade through this morass of compromise. Please let this be very temporary.

by Steve Hall    Sep- 1-05   Click to Comment   
Topic: Brands, Opinion   

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I don't think it's going to be that temporary. Sprint's website is completely new today, which explains why their service SUCKED yesterday. Maybe this merger will help Sprint's customer service nightmare. Talk about one of the worst ever.

Posted by: Brent on September 1, 2005 12:30 PM

Well, the innocuous graphic you're referring to CLEARLY represents a bent antenna, which would explain why I can NEVER get a signal from my Sprint/Nextel/WHATEVER service provider!

Posted by: Stephanie "Diva" on September 1, 2005 12:50 PM

Having come from a technical background and now sitting in a brand marketing position, I see the launch of the new brand as two innovative powerhouses coming together to take communications to the next level. The color schematic sets it apart from other brands and leaves a great deal of room for creative expression. Ideally, Sprint will learn a thing or two from Nextel's superior customer service.

Posted by: Crystal on September 1, 2005 2:59 PM

And lo,
the trippy yellow swirly thing shall replace the copy,
and behold,
the merged entity shall have it's swoosh. And the multitude shall endow the swirly thing with deep brand love feelings.
Hallelujah! Rejoice! Zzzzzzzzz.
Logos are so over. Brands are not logos.
Logos are the anti-brand.
Death to the LOGO!

Posted by: owen plotkin on September 2, 2005 1:02 AM

Its not much different from how cingular marketed its acquisition of att wireless. "Cingular and At &t have joined forces" blah blah blah. Either way I don't think anyone was calling that a confusing "pompous, self-important, white-boarded, conference room mission/vision/essence/position marketing pontification" I'm sure we can ration whats going on here. Either way I don't like the new colors and logo but then again I don't like it when I go to company websites and am overwhelmed with black or dark colors. They took the wrong cues from the Nextel brand.

Posted by: Mikal on September 2, 2005 2:04 AM