AT&T’s reputation has been dragged through the mud these past few years in no small part to its network issues, so it comes as little surprise that the company is all set to go through with a major rebranding effort. Based around the slogan “Rethink Possible” (Think Different much?), AT&T will position itself not as a communications giant but as purveyor of a progressive and innovative lifestyle. AT&T’s “Death Star” logo will remain, although the lowercase “at&t” will be dropped, while the overwhelming orange motif that assaults one’s senses will be discarded in favor of a wider spectrum of colors. The entire rebranding process will take a considerable amount of time given the sheer scope of the task, but let’s hope Luke Wilson’s reign of terror will be one of the first things to go.