Less is less

Well, at least it’s better than the previous logo. That has been the general consensus of comments following the launch of the new Verizon brand identity. Verizon, describing itself as “one of the largest communication technology companies in the world”, claims it has 178,500 employees operating in 150 countries and its headquarters are in Basking Ridge, New Jersey (about 40 miles [64 km] west of New York City).

The new logo is definitely an improvement over the previous one. But then, just about anything would be better. The old logo was one of the worst marks for any large corporation (Berkshire Hathaway is also nothing to write home about, but that’s another story for another time.)

So, what about the new logo? It seems to be a case of trying to reduce all that was offensive about the previous logo. Remove the strange “z” letter – check. Straighten out the lettering – check. Lose the bad red gradient – check. Remove the large checkmark – well, let’s make it smaller and more like a real checkmark. And retain the same black and red colour scheme.

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When measured against the company’s own description of itself, the new logo fails. There is nothing that suggests quality, agility, or that they “fight every day to stay ‘small’” and whatever energy was evident in the previous logo, is now gone.
Architect Ludwig Mies van der Rohe famously stated “less is more.” This is one example that demonstrates that it is not always the correct solution.

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