Verizon Wireless Leaves its Mark on Milwaukee's Skyline

MILWAUKEE — A new beacon of sorts was recently introduced to the Milwaukee skyline, thanks to Verizon Wireless (formerly PrimeCo Personal Communications), the country's largest wireless provider. Over the weekend of August 4, workers from Bauer Signs of Muskego erected Verizon Wireless' new, illuminated sign at the company's Milwaukee headquarters.

Gone is the signage that once said PrimeCo Personal Communications. In its place is a new, 12' X 31' Verizon Wireless sign located at the highest point of the 107-year-old brick building called The Timbers, located in Milwaukee's historic Tannery Office Park at 700 W. Virginia St.

Stationed on a large crane, positioned nine floors off the ground, workers executed the intricate task of bolting and drilling pieces of the sign into place. In big letters is the company name, Verizon Wireless, which comes from two roots - the Latin "veritas," which means truth, and also connotes certainty and reliability; and "horizon," which signifies the possibilities ahead.

The bold red and black logo sign is highly visible to drivers going north- and southbound on the high-rise bridge, and those driving eastbound on I-94 into the downtown area.

About Verizon Wireless

Verizon Wireless is the largest wireless communications provider in the U.S. with more than 25 million wireless voice and data customers and nearly 4 million paging customers. The new coast-to-coast wireless provider was formed by the combination of the U.S. wireless businesses of Bell Atlantic Corp. and GTE Corp --now Verizon Communications (NYSE:VZ) -- and Vodafone AirTouch Plc (LSE:VOD; NYSE:VOD). The new company includes the assets of Bell Atlantic Mobile, AirTouch Cellular, GTE Wireless, PrimeCo Personal Communications and AirTouch Paging. The new company has a footprint covering nearly 90 percent of the U.S. population, 49 of the top 50 and 96 of the top 100 U.S. markets.

Verizon Wireless, headquartered in New York City and Bedminster, NJ, is 30,000 employees strong. Reporters and editors can find more information about the company in its Media Center on the Web at:

About the Great Lakes Area

The Great Lakes Area of Verizon Wireless is headquartered in Schaumburg, Illinois. The Great Lakes Area includes the Greater Chicago market and Northern and Central Illinois; the Greater Indianapolis market and most of Indiana; the Greater St. Louis and Cape Girardeau markets of Missouri; the Greater Milwaukee, Green Bay and Madison markets and other areas of Wisconsin; Detroit, and Southeast and Central Michigan markets; and the Cincinnati, Columbus and Cleveland markets and much of Ohio. The Great Lakes Area serves more than 5.6 million customers and has a potential customer base of 41.2 million.