AT&T disclosed its new logo for its FirstNet service.

AT&T has now released its branding around its FirstNet services.  Looking to stress that FirstNet is a public safety only communications platform to help public safety save lives AT&T has released a dedicated brand for the platform.

 AT&T unveiled the new visual identity for FirstNet products and services. Designed with only public safety in mind, this brand is rooted in 3 essential elements:
  • Symbol – 3 horizontal lines represent the distinct but interconnected disciplines of public safety. They’re united in communications, symbolized by a notch in the lower right corner. This forms a speech bubble that signifies seamless communication and harmonious interoperation for first responders nationwide.
  • Wordmark – FIRSTNET. We’ve bolded “first” to show that this network is, first and foremost, a solution for firstresponders. The technology will never be more important than the first responders it benefits. This platform belongs to them. They fought for it, and they will continue to guide its development. Plus, they’ll always be first in line for service.
  • Attribution – “Built with AT&T.” We chose each word carefully to reflect the brand’s commitment to public safety.
    • Built: This is a new effort, new solution and new network that is purpose-built for first responders. It’s the only communications platform dedicated to public safety. And there’s nothing else like it in the market.
    • With: Collaboration with first responders will always be our foundation.
    • AT&T: This is a solution built with the expertise of the nation’s largest and most reliable network provider.* So, first responders can rely on it for their technology and communications needs.

AT&T – FirstNet  senior vice president Chris Sambar stated “We’ll begin rolling out this new brand today. Whenever first responders see it, they can be  confident that they are getting something just for them. It’s built in collaboration with them, backed by the expertise of AT&T and approved with the advocacy of the First Responder Network Authority.”

The story of FirstNet is far from over.  As the platform is built out it will be interesting to see how it unfolds and whether FirstNet can truly provide a cost effective and superior solution to other carriers offerings.  Although all states and territories have opted in to the FirstNet buildout, public safety agencies nationwide have no requirement to use the fee-based FirstNet services.

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