19. TITANIUM DESIGN
Kelly Friedl, executive designer at Titanium Design, first met the owners of American Wireless Broadband when they became her firm’s new internet service provider. “These are great men,” says Friedl about the company’s three owners. “They’ll call within two hours if your internet goes down.” And it was just that kind of firsthand knowledge that helped Titanium put together AWB’s first identity system.

At the client’s request, Friedl originally started working with a series of lines for the logo. “It didn’t make sense,” she says. “It looked like wires.” To more accurately represent wireless internet service, Titanium created a series of holes to suggest wireless current. These cutouts form a line, which gives the clean look the client requested, and are placed at the top of the page to reflect the rooftop location of AWB’s antennas.

Friedl says the sans serif font and orange color were natural choices to match the personalities of the company’s logical, European owners. “They are orange people,” she says. “They are friendly. They are proactive. Orange is a very confident color.” Both choices give AWB a clean, architectural, and slightly industrial look to help them stand out in the high-tech market. Michelle Taute