SALT creates the name, brand strategy, and visual identity system for telecom leader EMBARQ™

August 23, 2006 – SALT® Branding, a full-service branding, design and communications company that builds leading brands, recently teamed with EMBARQ™, the local telecom spin-off from Sprint Nextel® to create the new name, brand platform and visual language design system. EMBARQ launched publicly May 17th on the NYSE, under the stock symbol EQ. The new name, “The Jet” logo, and brand positioning align with the company’s vision, and integrate its innovative products and offerings around a powerful new visual identity system.

“Building a strong brand is fundamental to the success of this business,” said Dan Alcazar, Vice President of Communications and Brand Management at EMBARQ. “Being competitive is not enough – we must become compelling. Every application of the brand must be instantly recognized wherever we appear – our color green, the distinctive ‘origami’ design language developed from our logo, every communication from EMBARQ must reinforce who we are.”

With its crisp lines, sharp angles, bold typography, and distinctive color palette; the new name and logo suggest dynamism, speed and strength, and exemplify the company’s commitment to taking converged communications and entertainment services to the next level. SALT’s project also included the development of a visual language toolkit, laying the foundation for a consistent look and feel across a wide range of applications – including marketing collateral, bills, signage, apparel, vehicles, retail stores, the website, and advertising.

Proper usage of the visual language toolkit is thoroughly documented in electronic brand guidelines, which reside on a brand extranet site, also built and managed by SALT. The brand extranet is an easy-to-use tool where multiple agencies, partners and suppliers can access all the elements of the brand – from technical specifications, to licensed photo-libraries. Key users include the company’s agency partners, and internal marketing and communications teams.

“Consistency is key to building a new brand quickly,” said Paul Parkin, Creative Director at SALT. “A customer may only see the brand once or twice a month, if we’re lucky – we have to ensure that every time they do, they immediately recognize who the communication is from, and what the brand stands for.”

SALT continues to act as brand guardians for EMBARQ, ensuring the new system is implemented consistently across all business and consumer touchpoints. EMBARQ supports this brand management system by holding regular brand forums and seminars where shared learning and experiences help build teamwork and understanding.

“We are providing the tools that will enable our creative partners to work together as they build our brand,” said Brenda Hinkle, Director of Brand Management at EMBARQ. “Having a single, strong visual identity system allows us to integrate all of our communications while letting each agency focus on what they do best.”

“In the crowded telecommunications landscape, helping a brand stand out is vital. The unique spelling of the name EMBARQ (with a “Q”), the new dynamic “Jet” logo, and bold use of the color green are intended to help create a brand that is both visually and verbally distinctive,” added Parkin.

About SALT
SALT is a full-service branding, design, and communications company that helps build leading brands. With its distinctively practical mindset, SALT provides a full range of integrated branding services including brand strategy, naming, design, communications, advertising, and corporate culture. SALT has developed leading brands and programs for a diverse set of companies ranging from Fortune 500s to VC-funded start-ups, including Avaya, Bank of Hawaii, Coca-Cola, Disney, EMBARQ, Fatbrain, Genentech, Glu Mobile, Microsoft, Mobile365, Nissan, Palm, Sprint, Wellpoint, Wi-Fi, and Xerox. SALT – the essential ingredient for branding leaders.

For more information on SALT, please contact:

Paul Parkin
SALT Branding
415.616.1506
paul@saltbranding.com