Atlantic Broadband was a U.S. cable operator headquartered in Quincy, Massachusetts, that served communities along the East Coast before being rebranded as Breezeline in January 2022. The company’s visual identity evolved through at least two distinct logo designs before the Atlantic Broadband name was retired entirely.
Design and History
Atlantic Broadband’s earlier logo featured a mark that created an “A” out of arches, a design that one brand designer noted seemed to symbolize St. Louis but had no connection to the states the company served. The wordmark combined all-caps and lowercase lettering, which was described as feeling generic and disconnected from the mark itself [1].
In 2019, designer Roland Atema, working at the agency Connelly Partners, proposed a new brand identity for Atlantic Broadband as part of a successful pitch. The redesigned logo maintained the dual curves of the original mark but opened them up to create a wave shape, drawing meaning from the company name. The new identity also used lowercase letters from the original wordmark to keep the brand looking clean and modern while remaining friendly and approachable. The color scheme evolved from the blues the brand already used, softened to support a new campaign aesthetic centered on the comforts of home [1].
On January 10, 2022, Atlantic Broadband announced it had rebranded as Breezeline. The change followed the company’s acquisition of two cable systems in Cleveland and Columbus, Ohio, which expanded its reach beyond the East Coast and prompted leadership to conclude that the company identity needed to evolve. The new Breezeline name and logo were introduced through a redesigned website, rebranded social media platforms and email announcements [2].
Meaning and Symbolism
The wave-shaped mark introduced in the 2019 Atlantic Broadband identity drew its meaning directly from the company name, with the dual curves of the original “A” mark opened up to form a wave [1].
The Breezeline logo that replaced Atlantic Broadband in 2022 used a different symbol: a five-point pinwheel. According to Julie Sullivan, vice president of marketing for Breezeline, the pinwheel represented the company’s customers and the communities it served, the innovation and services that enrich customers’ lives, and the elevated experiences the company aimed to provide in a seamlessly connected world. The pinwheel also implied motion, symbolic of both high-speed connectivity and the ease with which customers could interact with the company and its services [2].
Typography and Design
The 2019 Atlantic Broadband identity retained lowercase lettering from the earlier wordmark, a choice intended to keep the brand looking clean and modern while remaining friendly and approachable. The color palette was an evolution of the blues the brand already used, softened to create a new aesthetic that leaned into the cozy feel of the accompanying campaign [1].
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