Birch Communications was an Atlanta-based provider of IP-based communications, network, cloud and IT services to small and mid-sized businesses across the United States. The company operated under the Birch name from 2008 until its acquisition by Fusion Connect in 2018, when the Birch brand was retired.
Design and History
Birch Communications’ visual identity evolved through several documented brand updates. In February 2012, the company introduced a new look under the theme “Branch Out,” which its leadership tied to creating opportunities for customers to grow their businesses. The refresh accompanied a planned redesign of the birch.com website and the launch of new products including Birch Carrier Solutions and wireless ATM solutions.[1]
The most significant brand change came in October 2014, when Birch announced new company branding alongside a comprehensive upgrade to its product portfolio. The refreshed identity was paired with a new tagline, “Communications. Connectivity. Commitment.,” which the company said better reflected its new positioning, diverse portfolio of integrated technology solutions and enhanced service capabilities.[2] The branding refresh was widely seen as a move to formally organize the expanded product and network assets Birch gained from its acquisition of Cbeyond, completed earlier that year.[2]
Under the new branding, Birch organized its offerings into four categories: BirchVoice, BirchNetwork, BirchCloud and BirchIT Services.[2] The refreshed identity was applied across the company’s retail operations as it expanded its sales presence in markets such as Detroit.[3]
Birch’s logo during this period incorporated a leaf design alongside the words “Birch Communications,” as documented in the company’s U.S. trademark registration.[4] The company’s press materials used a consistent logo asset through its 2014 rebrand and subsequent announcements.[5]
In May 2018, Fusion Connect closed its acquisition of Birch Communications’ cloud and business-services business.[6] Shortly after, Fusion executives confirmed that the Birch brand would be retired within six months, with branding on products, messaging, collateral and forms transitioning to Fusion.[7]
Meaning and Symbolism
The trademark registration for Birch Communications describes the mark as consisting of the words “Birch Communications” and a leaf design.[4] The leaf motif connects visually to the birch tree referenced in the company name. The 2012 “Branch Out” campaign reinforced this arboreal theme, with the company’s CEO describing the concept as creating opportunities for customers to “branch out” with new ways to compete.[1]
Typography and Design
No public documentation identifies the specific designer, agency or typeface used in the Birch Communications logo. The company’s trademark filing confirms only that the mark combined the wordmark “Birch Communications” with a leaf design element.[4] The logo was distributed through PR Newswire under the asset identifier CG14010LOGO, indicating it was the standard mark used in corporate announcements from at least 2011 through the 2014 rebrand.[5]
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