How UScellular Revamped Its Logo to Show That the Carrier Puts Customers First

The network, whose emblem dated to 1999, says it was high time for a refresh

UScellular's new logo (top) and its former one, circa 1999. UScellular

As telecom behemoths Verizon, AT&T and T-Mobile duke it out for market share, the spotlight falls less often on America’s No. 4 carrier, UScellular. But while the Chicago-based telecom may have only 5.1 million subscribers (compared to Verizon’s 94 million), it does enjoy a low churn rate (read: loyal subscribers) thanks in part to the company’s emphasis on service. This is the network “that puts customers first” and “has its customers’ back,” to quote the website. The company’s slogan: “We speak Fair.”

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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