UScellular, the Chicago-based wireless carrier and subsidiary of Telephone and Data Systems Inc., unveiled its current logo and brand identity in September 2020, replacing a mark that had been in use since 1999. The redesign was handled by the agency MullenLowe and was part of a broader brand modernization effort for the company, which is the fourth-largest full-service wireless carrier in the United States.[1][2]
Design and History
The 2020 identity marked the first logo update in over 20 years for the carrier, which had previously been known as U.S. Cellular.[3][4] The new design removed the periods from the name, presenting it as a continuous lowercase wordmark, “UScellular.”[5]
The previous logo dated to 1999, when the company, formerly known as United States Cellular, shortened its name to U.S. Cellular and introduced a new mark featuring a five-point star.[6][7] The 2020 redesign retained the star motif while updating its construction. The trademark filing for the new logo describes it as “a five point star created by five chevron shapes.”[8]
The company described the new logo as honoring its past while moving the brand forward, noting that the previous mark had been in use since 1999.[3] The brand refresh was launched in September 2020, with the company stating that the new logo design emphasizes the “US” in UScellular to underscore the bond between the company’s associates and its customers and communities.[9]
Meaning and Symbolism
According to MullenLowe’s description of the redesign, the identity carries two key symbolic features. The blades of the star signify the power of individuals coming together to create positive change, while the emphasis on “US” highlights the importance the company places on human connections and its commitment to the communities it serves.[1] A company spokesperson similarly described the new logo as representing “the power of individuals coming together to create positive change.”[3]
The earlier 1999 trademark registration for the U.S. Cellular wordmark and star design indicates the mark was lined for the colors red and blue.[7]
Typography and Design
The 2020 update changed the name presentation from “U.S. Cellular” with periods to a continuous lowercase “UScellular” wordmark.[5] The star icon in the current logo is constructed from five chevron shapes, per the trademark filing.[8]
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