AT&TBrand ldentitySystemJuly 2005security innovative intelligent applications VPN!networking VollP customer-tocused heritageWi-Fitrustworthy business continuity DNAintegrated Wi-Max data & IPservices reliableAT&TThe world's networking companys
Tableof ContentsIntroduction1-2BrandApplicationsBrandVisionAdvertisingBrandMessaging....3Print.........BrandAttriburte.OnlineBrandElementsCollateralBrandArchitectureDirectMail.OneBrand,OneAT&T5DemosLogos.6PresentationsLogoExamples7RetailPackaging&CollateralSystemColorVersionsooStationer..ColorSpecifications9Sienage.BadkgroundColorExhibitsMinimumSizePromotionalItems......ClearSpaceBrandResourcesPhacement13-14BrandCener.-9MediaUsage心BusinessColater..AvaidingCommonErors...16-18at.comMasterbrandApplications-CreativeServices.1222Sub-brandDeviceATTBUYS-Stationery Direct....Serviceldentifier--CorporateLogoLibraryLook, Feel, Tone&MannerColorPalette23-24万222TypographyImageryimportant information.Co-brandingNamingThis Icon indicates additional informationand otherbrand relatedserviceslocatedin theresourcesection.
introduction.AT&T is undergoing a strategic shiftin ourbusiness tobecomealeading"provideroresut, AT&T snow an enterprise-focusedIPtworkingcompany,deliveringpowerulenworks,appications and capabitiestofbusinesscaustomersworldwide.We arededicated to helping companies find betterways to do business through networkingbusiness transtormation,itantassetthat must beolved along with the businessosienal astrategicchange, wehild upon the streneth and equityour current brand system.agedthe bestofwhatusewhileinfusingsomenewstrategic brand elements-such as typography,eading networking and communicationsvice provider for businesses.Ultimatey,common,consistentlookTheAT&Tbrandisnotsimplyourlogoongpressingthe corporation's businessstrateglencesthatpeoplehave withAT&Tourproducts and services, aswellas our employeessuchas aderising andsales.Brand perceptonsarealso built when a customerusesourtechnology during a customerserviceexperience, or duringa provisioning interaction.
Ourmarketingcommunicationsplayanimportantrole in shapingand reinforcingthedesiredviewofAT&Twithourcustomers.Thereforeitiscrticalthatallmarketingeforts expresstheintendedbrandmessageand imagery. Speakingwith one consistentvoicetoallaudiences,inernalandextermal,will build a stronger and better positionedAT&TforthefutureThis brandidentity bookisyourguidetousing thesystemcorrectly and effectivelyOurgoalisanoptimal balance ofstrucureandfexibilityforcreatingcompelling,preference-buildingmarketingcommunications
BrandVision.sBrandMessagingAT&Tsbrand represents thestrategicdirection ofAT&T and ourfocus onservingbusiness customers. AT&T will deliver on thepromise of integrated, inteligent networks sothat business customers can most efcientlyand costefecivelymanage andtransormtheir businesses.Weareinvestingbillionsinnetworkupgradesand integration tomigrate to astructure.Wearefocusingourtechnology, innovation.IPbrowessinbusinessservicesWe havestreamlinedourprocesses tomake iteasierfor customers to managetheir networksAT&Tprovidesthenetworkingandtechnologyleadership, as well as the full suite of technologyplatforms ran...
