Famous logos IV – AT&T
AT&T is an American telephone and telegraph company founded in 1889, with a logo that reflects the company’s historical evolution.
The company, which started with American telephone and telegraph services, was personally founded by the legendary Alexander Graham Bell in 1889. Inspired by his name, the company’s logo featured an image of a bell, which was used in various forms until 1983.
A.G. Bell
The company has updated its logo in line with the development of the ICT sector and the expansion of its services. The original bell logo, used from 1889 to 1900, primarily referenced long-distance telephone services. The version from 1900 to 1921 was supplemented with references to local calls and the Bell System.
In 1921, the logo was updated with the company’s new name, American Telephone & Telegraph Co, highlighting its expanding reach. Other modifications remained minimal until 1964 when the company name was shortened to AT&T, with an added reference to its associated companies. Additionally, the typography and overall design were refined, and for the first time, light blue was introduced to represent the adoption of digital services.
The Globe
In 1983, a major redesign was undertaken, with the final version attributed to Saul Bass. The previously featured bell symbol was removed and replaced with a striped globe, representing constant movement and progress.
Since then, the structure of the globe has remained largely unchanged, except for some white lines that were removed in 1999. In 2005, the globe was given a 3D effect, and the typography was refined to achieve a cleaner and more minimalist appearance. The primary focus of the logo has remained on the icon, which is often used independently in various contexts.
On November 21, 2005, SBC Communications and AT&T merged, leading to slight modifications in both the globe and typography. On December 2, 2015, after a decade-long pause, AT&T unveiled a new blue-and-white version of the logo, along with the company’s name in uppercase letters.
The logo is one of the most important elements of branding—one that evolves alongside the company. When looking at different logo versions individually, they may seem almost identical at times, but why change them at all?
Updating a logo reflects the growth of a company. As branding evolves as a whole, so do advertising methods and communication possibilities across social media. A company’s identity is more than just a logo; it’s a combination of visuals, culture, services, values, and much more.
Fun fact: Alexander Graham Bell sent his first words via his newly invented acoustic telegraph to his assistant: “Mr. Watson, come here, I want to see you.”
