I’ve never been a fan of at&t’s corporate branding since they took Saul Bass’s iconic logo and inflated it into a fussy, overly dated “death star” look. But now BBDO’s really gone off the damned deep end with their new “Rethink Possible” campaign. The hideously shaded and gradiented (yeah I know it’s not a word) 3D globe is now as bloated and fuzzy as their spokesdrone, Owen Wilson.

Oh, there are other versions, too, now without shading, and built of a variety of objects to fill out the logo, reminiscent of the recent rebranding of AOL by Wolff Olins.

Apparently the ultimate goal is to make at&t a company that exists solely on a name-less logo like Apple or Nike, but hideous crap from a company with huge customer service problems like this ain’t gonna cut it. ››Brand New

posted on Friday, April 9th, 2010 at 9:56 am in advertising, communication, design.
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