The new AT&T logo is bad

The new AT&T logo, the one cre­at­ed for SBC’s trans­for­ma­tion back into AT&T, a process that rumors say might also swal­low up Cin­gu­lar (for­mer­ly AT&T Wire­less), that new logo is, well, awful.

Admit­ted­ly, the old AT&T logo has a bit of a PAN-AM feel to it, I can see that it cer­tain­ly need­ed some updat­ing, but this? The new logo is ugly. The font is ugly. The “3D” see-through nature of the logo is ugly. The dif­fer­ing widths of the lines, espe­cial­ly com­pared to the orig­i­nal, are clunky and… ugly.

The whole thing is a trav­es­ty.

That’s just what I think.

These peo­ple are sort of mid­dle of the road in their opin­ions. Busi­ness­week says “your new blue ‘beach ball’ is full of hot air.” Design Observ­er has a reflec­tion on the old logo, writ­ten a lit­tle before the new one came out, and the com­ments are rife with hatred of the new thing.

Of course, it is noth­ing com­pared to the world’s worst logo.

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My name is Danny, and I grew up living overseas, but have settled in Kansas, where it turns out some of my family started, back when. I am helping to raise my own family, and hoping to be proud of what I've done when it's all over.