At left is Sprint's final logo, with upper- and lowercase sans serif letters that hybridize both companies' former typography. In virtually every graphic way, the new branding distinguishes itself from its competitors. We hope Sprint will wear it well.
Giampietro and Smith are the founding partners of Giampietro+Smith, a design studio in New York City that focuses on editorial and strategic design for cultural, nonprofit, and corporate clients. The studio also produces critical writing about design. Visit their studio at www.studio-gs.com. The Doctors will be "in" every other week at BusinessWeek Online.