Frontier Rebrand

Frontier unveiled a rebrand today centered on a new logo that, according to Frontier CEO Nick Jeffery, aims to be “the unmistakable icon of Gigabit America.”

The company has been exploring the possibility of a new brand since it emerged from bankruptcy a year ago.

But while Jeffery has set a new course focused heavily on fiber broadband, he had stated previously that he wasn’t convinced the company needed a new brand – and technically, this isn’t a new brand. It’s more of a rebrand, as the company hasn’t changed its name.

Frontier’s new logo is “an iconic roundel, representing an inclusive connected nation,” the company said in a press release about the rebrand. “It incorporates staggered line work throughout its symbols and graphics to capture the speed and capabilities the company is bringing to customers as it Builds Gigabit America. The punchy primary color palette helps cement Frontier’s vibrant personality and commitment to making bold, ambitious decisions with the future in mind.”

The logo accompanying today’s press release, like Frontier’s previous logo, is red. But the new logo is more of a neon red. It also uses a new typeface.

Frontier Rebrand

“Our brand is what each of us does to enable people to connect to the digital society,” said Jefferies in today’s release. “It’s every encounter our customers – and potential customers – have with us. This new look reflects the commitment we have made to continue to relentlessly pursue betterness in our business and for our customers.”

While Word and other spell checkers will flag “betterness” as not a real word, it is used twice in the press release, including in the headline — perhaps illustrating Frontier’s desire to be seen as defying tradition and paving a new way.

In keeping with its goal to be more modern, Frontier has been putting a section in its press releases of late headed “TL;DR – The Byte-Size Download” followed by a few bullet points summarizing the gist of each release.

“TL;DR” is a relatively new cyber-era acronym meaning “too long; didn’t read.”

Frontier is the latest of numerous telecom and broadband companies that have announced new brands or rebrands in the last year or two. While some companies – including Cincinnati Bell and Atlantic Broadband — have changed the company name, others – including Windstream and Consolidated — have created new brands for their fiber businesses.

Frontier apparently sees some equity in the Frontier name, as the company has neither changed it nor introduced a new fiber brand.

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