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LogoLounge 2 by Catharine Fishel, Bill Gardener

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Job no:82185(CTP) Title : RP-Logolounge 2 Client : Pro-vision
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For buyers in the wireless-communications market, purchasing decisions
typically come down to phone features, calling plans, and priceend of
story. But when BellSouth and SBC Communications merged their eleven
existing wireless properties in 2000, they sought out VSA Partners to write
a different story. What they got was something more offbeat than they
expected—and something even more relevant.
Instead of establishing the new company as another price-and-service-
based competitor, VSA established a brand that communicated the human
value of wireless communications, including a name that stood alone in the
industry: Cingular. Although with twenty-one million customers, Cingular
became the nation’s second-largest wireless company upon its creation, it
was a late entry into an already crowded wireless-communications field.
Because of its belated arrival, Cingular (at the time unnamed) had to create
a strong and immediate presence. And if it was going to compete suc-
cessfully, it was going to have to win customers who were being wooed by
commodity-based companies whose brands promised cheap plans, sound
clarity, and up-to-the-minute technology.
From assignment to launch, the new brand would have to be developed in
eight weeks at VSA. Facing this unprecedented schedule and the number
of leaders involved among the partner companies, VSA partner Jamie
Koval was at first a little reluctant to get involved with the project. “The
assignment had so much potential on many levels,” he recalls. “But I was
concerned about the timing, the approval process, and if we’d be allowed
to do something great.” But after meeting client representatives, Koval was
convinced that the potential could be realized.
To begin, VSA conducted market research to uncover what the competi-
tion was doing in terms of positioning, message, and image. The VSA team
saw that competitors in the wireless market essentially stressed the same
thing the same way—all had fairly similar identities—and they understood
that the client was looking for something unprecedented in the marketplace.
Design Firm
Client
Project
VSA Partners
BellSouth and SBC Communications
Corporate Identity and Naming
(Top and Bottom) Jack,
Cingular’s spirited logo, was
not a conventional, safe solu-
tion, says Jamie Koval of
VSA Partners, the firm that
brought him to life. But the
little character has charmed
consumers and the telecom-
munications market.
(Middle) The logo’s impact is
undeniable. Maintaining its
sense of celebration and sin-
gularity is achieved through
guidelines offered in the
Cingular style guide, also
created by VSA.
“The assignment had so much potential on many
levels. But I was concerned about the timing,
the approval process, and if we’d be allowed to
do something great.”
LL2 001-019/M6 26/8/04 10:48 AM Page 14
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Job no:82185(CTP) Title : RP-Logolounge 2 Client : Pro-vision
Scn :
#
175 Size : 228.6(w)279.4(h)mm Co : M6 C0 O/P: CTP
Dept : DTP D/O : 27.08.04 (Job no:000000 D/O : 00.00.01 Co: CM0)
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VSA presented some 4,000 names for client evaluation
a remarkable quantity given the constraints.
Part of the beauty of the Cin-
gular logo is that it can be
used both as a part of one
design or as an inspiration for
another. In addition to being
used alone, it can easily be
used to create patterns or to
provide a visual cue to pho-
tography, which can either
follow its shape or its mood.
The bright orange reinforces
the good cheer and energy
of the brand.
LL2 001-019/M6 26/8/04 10:48 AM Page 15

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