Frontier rebrands as its finalizes entry into Verizon markets

Frontier rebrands itself as Frontier Communications as it completes its acquisition of Verizon wireline properties in key California Florida and Texas markets 

Frontier has adopted a new logo and updated its name as Frontier Communications in an effort to drive brand clarity.

The company said that the logo's transformed typeface, brighter color palette and updated arc "represent the transfer of data and the importance of connectivity."

The new branding comes at a pivotal time for the service provider. At the end of March, Frontier will complete its $10.5 billion acquisition of Verizon's (NYSE: VZ) wireline properties in California, Florida and Texas, deepening its traditional copper and FTTH reach in three key markets. 

  Executive Vice President and Chief Customer Officer Cecilia McKenney, who oversees marketing for the company, confirmed in a release that the unveiling of the new logo and name is timed with its entry into the Verizon markets.

McKenney said that the company is also in "the process of refining a brand promise to be unveiled upon the closing of the $10.54 billion acquisition from Verizon at the end of this quarter."

The service provider recently named Pamela Reeve as its new executive board chairman, succeeding Maggie Wilderotter who served in this position after 10 years as the company's CEO.

Frontier still has some PR issues to overcome, however.The service provider recently agreed to pay $150 million over the next three years to increase broadband speeds in West Virginia as part of a settlement to a lawsuit filed in 2014 by the state's Attorney General Patrick Morrissey. The lawsuit accused Frontier of promising broadband speeds of up to 6 Mbps but only delivering speeds of 1.5 Mbps or lower.

Source: FierceTelecom