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Case: Sprint (Sprint Nextel) 2005
 2005   "We've combined two great traditions into a single company with an extraordinary record of achievement. With pride in our bold and entrepreneurial heritage, we'll continue to open new doors for our customers and our industry," says Sprint. This merger is simply consolidation, in an overcrowded category. The formal corporate name is "Sprint Nextel Corporation," and the Nextel name will survive 'as a key product name;' but Sprint is "the new go-to-market brand name" of the corporation. The new logo is intended primarily to signal corporate change -- the expanded benefits of the dynamic post-merger Sprint. Its symbol evokes Sprint's successful "pin-drop" advertising idea. Tony Spaeth
CREDITS Lippincott Mercer CASE INFO Submitted by: Tony Spaeth, 4/12/2006 |
MATRIX DATA
DRIVERS | TOOLS | ||
| Structural driver: 90% | |||
|
Merger & Acquisition Merger of equals; best of both | 10% | x | Identity system elements: Visual system: Palette |
| x | Identity system elements: Verbal elements: Formal/legal names | ||
| x | Identity system elements: Verbal elements: Tag lines | ||
| x | Identity system elements: Unit signature system: Mixed | ||
|
Merger & Acquisition Transformed survivor brand | 80% | x | Identifier tactics: Logo change: Symbol-dominant |
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Change event : High visibility: Campaign | ||
| Functional driver: 10% | |||
|
Advertising breakthrough Incorporate the advertising element | 10% | x | Identifier tactics: Logo change: Symbol-dominant |