Yeager interviewed the ABL team and selected customers to better understand the core attributes the company should convey in the mark. Service, forward-thinking innovation, and “making things simple” for customers were themes that developed from internal and external focus group discussions. Yeager then collaborated with the ABL team to work within the existing shape of the mark but to scale it back to the essence of its meaning. A new typeface was used for the “abl” name to embody a friendly, approachable look and feel and it was moved within the square shape. Yeager used illustrated wireless signal lines to tie the name to core competency. The company’s signature blue color was retained, but the color was used within a portion of the square to highlight a “checkmark” that aligned to the company’s reputation of trust and customer service. The opening of the square was moved from the bottom left to top right to communicate forward thinking and innovation.