MAUD

Until recently a sub-brand of the Telstra corporation, Maud was tasked with creating a new identity to reflect the strength of the Amplitel network as well as its ‘always up’ ethos. What followed fully expressed this sense of amplification and verticality.   

This is never more evident than in the symbol, a combination of the ‘A’ of ‘Amplitel’ and a series of stylised arrows, a reference to the structure of the masts themselves. This is paired with a simple but proud wordmark, which allows it to be easily applied across a diverse range of formats.

It was also important to emphasise the vast amount of data Amplitel was responsible for transmitting over its network. This was achieved through the use of a mono-spaced typeface, PT DIN Mono, for more functional communications, which is paired with DIN Next LT Pro to ensure accessibility across its brochures and website.

The masts are further referenced in the creation of a simple but robust graphic language. Built from a series of adaptable right-angle triangles, with limitless configurations that can be endlessly expressed across a broad range of touchpoints.

The angular nature of the masts also helped inform how imagery is framed, iconography is created, and data is visualised.

The final outcome is a simple but strong identity; both easily adoptable and adaptable, it has helped to consolidate Amplitel’s position as the category leader.