The American telecommunications company Frontier has adopted a new brand identity. The updated look, as the company says, emphasizes its incessant aspiration for improvements for its customers.
Back in February, Frontier changed its logo to a generic wordmark on its website as well as its accounts on social media. Obviously, it was just a temporary solution then as the company presented a brand visual redesign, publishing a press release a few days ago.
As the official statement says, Frontier’s new branding highlights its commitment to improving the service quality for customers, while the company “transforms into a high-tech fiber business”. The redesigned look includes a new logo, typeface, and a bright color palette.
Both the logotype and corporate colors are reworked in the improvement spirit. Frontier is increasingly using red shades, beginning from the summer of 2021. This color in the corporate identity has now been complemented with bright cyan.
With this visual refreshment, Frontier has, for the first time, received a sign that can be used separately from the wordmark. The round sign represents an “inclusive connected nation”, as the company calls it. In some versions, it will be accompanied by the all-caps lettering “Frontier”.
The three horizontal stripes included in the emblem will act as a design feature, for example, in promotional materials. The F element combined with a circle is a proper image to convey ambitions in terms of inclusiveness. The logo may also be contextually connected with technology.
