Cox Communications is an American broadband and cable television provider headquartered in Atlanta, Georgia. The company’s visual identity has undergone several significant transformations since the mid-1990s, most recently in November 2018 when it introduced a new logo and the tagline “bringing us closer.”
Design and History
Cox Communications was created in February 1995 through the merger of the cable television operations of Cox Enterprises and Times Mirror Co. In August 1995, the new company unveiled a corporate logo whose graphic design symbolized its three areas of focus for the future: video, voice and data transmission. The mark featured a stylized “X” in the “Cox” wordmark, with one leg of the X sliced into three segments representing those three facets of the communications industry.[1][2]
In November 2018, Cox launched a new logo and tagline, “bringing us closer,” which began appearing in advertising and customer communications starting November 15 of that year. The company described the new logo as having “a warmer look and feel,” introduced to emphasize a shift toward focusing on human connections created through its services.[3][4]
The 2018 redesign marked a dramatic departure from the previous identity. The earlier logo featured a sharp, angular “X” with a wave-like effect inside the letterforms, which one design commentary described as aggressive. The new wordmark replaced those sharp angles with rounded letterforms and a blue-to-green gradient, intended to appear friendlier and more approachable.[5]
As part of the 2018 brand redesign, Cox tasked the advertising agency FCB with building a full icon set to explain the features and benefits of its Internet, TV, Voice, Homelife and Phone services. FCB developed the icon set over the course of two years, partnering with internal designers to ensure consistency across print, broadcast and digital executions.[6]
The 2018 brand relaunch was supported by advertising agency 180LA, which developed campaigns reinforcing the “Bringing Us Closer” positioning.[7] In May 2021, Cox selected Arnold as its lead brand agency, with a Cox executive noting that the 2018 relaunch had “birthed three years of quality creative work.”[8]
Meaning and Symbolism
The 1995 logo’s sliced “X” was explicitly documented as symbolizing the company’s three areas of focus: video, voice and data transmission.[1][2]
For the 2018 redesign, Cox’s stated intention was to help people create more moments of genuine human connection, with the company investing in its network and simplifying pricing and policies to support that goal.[3] The rounded letterforms and blue-green gradient of the new wordmark were described in design commentary as conveying friendliness and a fresh, approachable feel, in contrast to the sharper previous mark.[5]
Typography and Design
The current Cox wordmark uses a bold, rounded sans-serif typeface with a blue-to-green gradient applied across the letterforms. The tagline “bringing us closer” appears in a separate color depending on the business context, with bright blue used most commonly, dark blue for Cox Business, and purple for Cox Media.[9]
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