The company has also softened the colors hoping to give the 128-year-old AT&T name a face-lift. The company ditched block letters for a curved, lower-case Avenir typeface to portray a kinder, gentler telecommunications behemoth.

The old logo "was very 1980's," said Karen Jennings, the senior executive vice president of human resources and communications, which oversees the company's advertising. "The lower-case face will signal that we're open and approachable."