AT&T Brand Guidelines at a Glance 1 Introduction Welcome to the AT&T 2.0 Brand Guidelines at a Glance. AT&T is evolving as a brand. With the inclusion now of a wireless business, we are interacting with our audiences in a new way. We have innovative, exciting products and services, so we have the credibility to be more upbeat and engaging in our communications. That’s what AT&T 2.0 is about. It’s the next version of the AT&T brand, an evolution of “The new AT&T” that was built from the SBC–AT&T merger and integration of BellSouth and Cingular. In this document you will see how this change affects not only the way we communicate, in terms of tone, look and feel, but also the fundamental message we want to establish in the customer’s mind. This document is a basic overview of what we must do collectively to accomplish our AT&T 2.0 goals. More detailed guidelines and additional examples are available on the Brand Center at att.com/brand. These guidelines will continue to evolve. We encourage you to submit suggestions or ask questions through the Brand Center Help Desk. We’re here to help. Email us at [email protected].