SBC, which (incredibly!) now owns AT&T, decided to rename itself
AT&T. The change evidently warranted a newer, more ridiculous logo. I will
not attempt to defend 1984′s “Death Star” version,
but I’m not fond of the new “sliced ribbons” look either.
For starters, where I went to first grade, we were taught that acronyms,
initials, and the first letters of proper nouns should be set in uppercase.
They might have missed that lesson.
Most annoyingly, the new typeface is distinctively European. That, to me,
seems pretty dumb for a company whose first name is “American.”
It’s curious to note also how printing technology has changed the rules for
what is an “acceptable” logo: for the new spherical shape to appear on paper,
the printing press must be capable of accurately reproducing a very tight band
of grayscale around the periphery. That would not have been quite so trivial a
task 20 years ago. I’m curious to see how it will appear on vehicles, since it
can be neither painted (easily) nor cut from vinyl.