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Sprint and Nextel announce new branding and logo
Posted: 24-Jun-2005 [Source: Sprint]

[Sprint Nextel Corporation to be corporate name of combined company following completion of merger while the go-to-market brand name will be Sprint, with Nextel name continuing as key product brand.]

Overland Park,Kan & Reston, VA -- Sprint and Nextel Communications Inc. announced details surrounding the brand strategy and logo to be used upon completion of the companies' merger, expected in the third quarter of 2005, pending shareholder and regulatory approvals. The new go-to-market brand name of the combined Sprint Nextel will be Sprint, with the Nextel name continuing as a key product brand.

The two companies announced their agreement to merge on Dec. 15, 2004, with a commitment to create America's premier communications company offering a comprehensive range of wireless and wireline services to consumer, business and government customers.

The Sprint Master Brand

Given its broad market awareness and its history of innovation, the Sprint name was chosen as the lead go-to-market brand name for the new company. Combining the rich attributes of the Sprint brand with the entrepreneurial, instant-communications traits represented by highlighting Nextel's presence in the product line offers strong positioning for the combined company.

This approach was validated through consultation with research firms specializing in brand and name recognition, and with customers and employees, confirming Sprint's consistent ratings as one of the most recognized communications brands in the United States. "The Sprint name, brand attributes and the sentiment they evoke in minds of consumers are relevant today and provide a great foundation for the future. The combination of these characteristics of the Sprint name with the infusion of Nextel's professional-grade characteristics and key elements of the Nextel visual identity are consistent with what the new company aspires to be in the future," said Schweitzer.

Nextel as a Product Brand

Nextel, which currently enjoys among the highest loyalty ratings with customers in the wireless industry, is synonymous with wireless business-oriented products and services such as Nextel's instant, nationwide, digital walkie-talkie service. The combined company will employ the Nextel name as a product brand within the Sprint service portfolio for services provided on Nextel's iDEN network. Solutions carrying the Nextel brand will be geared toward selected businesses, public-sector customers and those high-value individuals who have proven to be avid users of Nextel services.

The New Logo

Blending elements of Sprint's signature "pin drop" representing clarity and Nextel's bold yellow and black colors which command attention, the new logo is a powerful symbol for the new Sprint as a forward-moving, energetic and dynamic brand. Additionally, in advertising, the new Sprint visual treatment will include the line, "Together with Nextel," as a reminder of the equity of these two strong brands coming together as one. Separately, in advertising featuring Nextel products and services in the combined company's markets, there will be a Nextel visual treatment that uses the current Nextel logo with the language "Together with Sprint."

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