Word: logo
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...more court battles and uncertainty and, said Brown, "we're anxious to get the decks cleared and eager to go forward." So, without further argument or appeals, AT&T announced last week that it had agreed to give up its historic Bell name and blue-and-white telephone logo. Federal Judge Harold Greene had ruled last month that the trademarks should belong to AT&T's local operating companies, which are scheduled to split off into seven independent regional units on Jan. 1. Bell Laboratories can retain the name, as can AT&T's foreign operations...
...million advertising its American Bell subsidiary, which was formed a year ago to offer a broad range of communications products and eventually to move into the computer business. Now that unit must adopt a new name: AT&T Information Systems. The company has been experimenting with a new logo in its promotion: a globe instead of the stylized bell. It symbolizes, says Brown, the determination of the new AT&T to be a world leader in communications and information services...
Generations have grown up thinking of American Telephone & Telegraph (1982 sales: $65.7 billion) simply as Ma Bell. Last week Federal Judge Harold Greene took away the Bell. Greene ruled that the name as well as the company's blue-and-white telephone logo should belong to A T & T's local phone companies when they split off into seven independent units on Jan. 1, 1984. The judge also decreed that only A T & T's Bell Laboratories and foreign operations could continue using the name...
...competitors in the long-distance business welcomed the ruling. Said Mitchell Brecher, an attorney for GTE Sprint: "If AT&T and the operating companies were permitted to use the same logo, the public might think that they're part of a unified system." The rivals had argued that since AT&T will remain a long-distance carrier after the breakup, such identification would give it a competitive advantage...
...ruling means that the telephone giant will have to change the name of its American Bell subsidiary, which was formed a year ago to offer a full line of communications products. Apparently anticipating the loss of at least the Bell logo, AT&T has been using a globe, rather than the traditional telephone symbol, in American Bell advertisements since January. Though the company has 60 days to appeal the rulings, it seems resigned to living with them. Said an A T & T spokesman: "The order to drop the Bell name is the most troublesome part, but there is nothing...