US telecoms giants Sprint Corporation and Nextel Communications have announced a branding strategy in anticipation of their upcoming $35 billion (€29.03bn; £19.25bn) merger.

The new company will be known officially as Sprint Nextel Corporation. The lead brand, however, will be Sprint, which is not only larger but better known for wireless and landline phone services.

The move reflects a push by Kansas-headquartered Sprint ceo Gary Forsee to get customers to buy combined landline and wireless products.

The company will dump the red in Sprint's current logo in favor of the yellow and black used by Virginia-based Nextel, the fifth largest US mobile-phone firm.

The Nextel brand name will still be used on some products, particularly phones with popular walkie-talkie features.

Shareholders are due to vote on the merger next month and the deal is expected to be completed by the end of the third quarter.

Data sourced from Washington Post Online; additional information by WARC staff