Nexus Development

We came up with the name 'nexus' for out AT&T  New Zealand sub-brand. We chose this name because it means a 'connection; tie; link'. We thought this was quite fitting for America linking with New Zealand as a telecommunications connection.

We have made 'nexus' lowercase so that is does not look threatening. Because nexus is coming from AT&T who is very powerful and threatening to New Zealanders, we wanted nexus to be separate to that and be more passive and inviting. We used Univers 65 bold font because it is a well used and recognised font. We tightened the tracking to -120 so that the letters were closer together reflecting a connected/ togetherness. 

We have created the slogan 'brought to you by at&t' which sits at the bottom of the logo. This relates the sub-brand back to its American roots without having America as its main focus. We suggested having 'the next us' as our slogan but we wanted to include AT&T in the logo so we didn't continue. We have kept AT&T in lowercase in the slogan because we don't want it to be the focal point of the logo (AT&T also have some branding with lowercase at&t).

We trialled colour and we found that orange (C=0, M=71, Y=100, K=6) represented our sub-brand the best. The orange colour looks friendly, fun, creative and not threatening at all. We found that the blue, black and red made nexus look too formal/ serious and we didn't want it to remind our audience of any other telecommunication networks (e.g. red = Vodafone)

 We brought in AT&T's iconic globe into our logo to make sure that our audience knows that there is a connection between nexus and AT&T (we think that AT&T would prefer to have acknowledgement of their original brand when creating a sub-brand). We didn't want to incorporate the blue globe into our logo so we created a simple outlined globe. This globe is still recognisable as the AT&T globe but it has its own uniqueness with nexus, and that is what are wanting to do with this sub-brand.

Our other component to nexus is 'the next step' which is our competition-run connecting facility/ support. We have called this 'the next step' with 'nexus' as it's slogan. We have kept 'the next step' in the same font and style as nexus, so there is a clear connection between the two. The name 'the next step' refers to nexus/ AT&T providing its powerful resources and helping small/ start up businesses move up in the world.

Our next steps are to create more imagery (e.g. our building, advertising, etc) with out logo on it. Potentially creating online elements or infographics.