The Airwave icon is comprised of a sine wave, representing the most fundamental sound. The sine wave drops down, rises up, and drops down again, forming the letterforms A and W.

In 1822, French mathematician Joseph Fourier discovered that any waveform could be broken up as a combination of sine waves with different amplitude and frequencies. The discipline of reducing a complex waveform to a combination of sine waves is called Fourier analysis, and is fundamental to audio processing.

The brand colors, originally including oranges, blues, and greens, have narrowed to the primary blurple and purple, with light blue and off pink used as gradient accent colors. The final selection is both sophisticated and approachable.

Primary: Outfit is a beautiful geometric sans, based on circles, straight lines, and 45-degree angles. Where perfect geometry isn’t possible, which is often the case when designing a typeface, decisions were made to create the illusion of perfect geometry. This is evident with the typeface’s rounded transitions. It is friendly and approachable while feeling elevated and clear.
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Secondary: For accents, the typeface Favorit Mono gives the brand a more tech-forward feel. ABC Favorit Mono is a straightforward, low-contrast grotesque that combines geometric rigidity with subtle oddities and a humorous touch. Favorit Mono is the monospaced counterpart to Dinamo’s Favorit family.

By leveraging our brand color gradients as a background element, we are able to create an ownable photo framing treatment that feels unique to user personalities. When we show a variety of types of workers in different settings, we are able to depict the flexibility that an async audio app can provide. Furthermore, individual portraits are rooted in the action of the work. Our ICP are always on the go, and our imagery should reflect an engaged and active workforce.

The primary elements informing Airwave's marketing design are wavelengths, circular block patterns. The wavelength patterns reference the push-to-talk technology at the heart of the product, and circular block patterns reference the dynamic teams and interdisciplinary users leveraging the app. Both elements can be styled using combinations of brand colors as gradients, or solid colors.