“Hey, why the whole electric and lightning thing? What’s that got to do with advertising and mobile?” While working with Voltari, this question came up once or twice about the logo I designed for Voltari. My answer, it has everything to do with advertising, especially mobile and a mobile brand.
First, a little history lesson for background. The forerunner of Voltari was Motricity Ad Network, a division of Motricity. Before smartphones, Motricity was a big player in the mobile space, providing servers and infrastructure to power feature phones for the likes of AT&T, Sprint, Verizon and more. Motricity’s name came from the combination of mobile and electricity, using an electric motif created continuity in brand and storytelling.
In August of 2012, Motricity’s ad network was transformed in two major ways. First was the name; the division was relaunched as Voltari, also playing off the idea of electricity. Using the lightning motif drove all of the above home visually. Plus, lightning is electric energy flying through the sky, untethered, unrestricted, freely moving and moving fast. It’s dynamic—just like mobile communication, mobile-enabled consumers and the technology that powers Voltari’s offerings.