# Frontier new logo (2022)

> Frontier launched a new logo on 25 Apr 2022. New logo.

## Key facts

- Brand: Frontier
- Launched: 25 Apr 2022
- What changed: New logo.
- Why: Frontier said the new brand reflects an inside out transformation focused on improving the customer experience.
- Industry: Telecom
- Logos: https://rebrandlog.com/logos/frontier-2022/before.svg (before), https://rebrandlog.com/logos/frontier-2022/after.svg (after)

## The rebrand, explained

Frontier Communications came out of bankruptcy in April 2021 with a fibre plan: 10 million locations by the end of 2025, Fierce Telecom's Diana Goovaerts reported. Analysts repeatedly asked whether a new name was coming, given negative consumer associations with Frontier. CEO Nick Jeffery said in November 2021 that the company had done more than 1,200 interviews across five states while weighing a refresh against a full reinvention, the route Atlantic Broadband and Cincinnati Bell took in becoming Breezeline and altafiber. By the fourth quarter earnings call he could point to a net promoter score that rose from minus 24 in January to plus 9 in December, evidence, he said, that the existing brand was repairable.

So on 25 April 2022 Frontier refreshed rather than renamed. Goovaerts noted the last update came in early 2016, after buying Verizon's wireline assets in California, Florida and Texas, when it added a brighter colour and a dotted arc to its text based branding. This time it refreshed the typeface again, adopted a brighter red palette and added a roundel that hockey fans might find vaguely reminiscent of the Philadelphia Flyers. Telecompetitor's Joan Engebretson called the red more of a neon red.

The company's release, quoted by Telecompetitor, described an iconic roundel representing an inclusive connected nation, with staggered line work across symbols and graphics to capture the speed it was bringing as it builds Gigabit America, and a punchy primary palette signalling a vibrant personality. Jeffery hoped the logo would soon become the unmistakable icon of Gigabit America. Consumer chief John Harrobin called it an external reflection of an inside out transformation focused on customer experience.

Engebretson had fun with the release's language, noting that the word betterness, which spell checkers reject, appeared twice, including in the headline.

Keeping the name was the brave and correct call. A new name would have hidden the bankruptcy; repairing the old one, with the satisfaction numbers to back it, is more credible. The roundel is a stronger asset than a dotted arc, and the speed lines give it something to do. But a sports team lookalike in neon red, wrapped in phrases like Gigabit America and betterness, oversells a logo whose real job is quieter: proving that Frontier now actually works.

In short: Same name, louder red.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_frontier.php
- https://newsroom.frontier.com/press-release/frontier-unveils-new-brand/
- https://www.telecompetitor.com/frontier-rebrand-aims-to-be-the-unmistakable-icon-of-gigabit-america/

## Cite this

Rebrand Log, "Frontier new logo (2022)", https://rebrandlog.com/rebrand/frontier-2022/, last updated 2026-10-21.