American Telecom Identity- Before
by Jeff Fisher, Engineer of Creative Identity
Jeff Fisher LogoMotives

Background:

The original logo for this communications company had many negative attributes. The shape didn't work well in many applications. The flag, which was not well-executed, seemed to simply be slapped up next to the name and did not reproduce clearly in small sizes. The letterforms appeared to be inconsistent in shape and size, and the kerning was out of whack. The star above the "I" letterform was too close to the letter and the two became a blob in printing usage, especially in one-color newspaper ads. The identity was just not a cohesive unit.

BEFORE:

AFTER:

The major goal of the new logo was to create a tight, clean symbol that would work well in any application. The client was adamant about maintaining a flag element, stars, the patriotic color scheme and a reference to their business classification. I was able to incorporate all the client's desires into a symbol that did not take the design elements as literally. The flag became more of an abstract image that also subliminally conveyed communication through implied sound waves imagery.

Alina's Feedback:

Jeff really said it all in his before and after descriptions. His redesign is much more eye-catching and compelling... giving a much stronger image of the company and what it does. The abstracted stripe waves lead your eye to the rest of the company's name and ties the entire text and imagery together. It really makes a bold statement and presence!