CHICAGO-American Portable Telecom Inc. has selected Aerial as the brand name it will use when it launches wireless service in six major trading areas early next year.
APT also will change its name to Aerial Communications Inc. by the end of the year.
“Our research shows the name and logo communicate that Aerial is perceived as human, friendly and approachable,” said Don Warkentin, the company’s president and chief executive officer.
The logo is teal and yellow, with a slight hand-drawn appearance, in hopes of conveying a personal style that will attract consumers.
Aerial’s third-quarter report in October stated the company had built more than 500 cell sites and cleared 118 microwave paths, with about 52 more agreements pending.
“We believe this name and logo will help us succeed because they help demonstrate that we’re a new and fiercely independent company with a different mindset than the larger players and entrenched incumbents we’re going up against,” Warkentin said.
Aerial holds PCS licenses for the MTAs of Columbus, Ohio; Houston; Kansas City, Mo.; Minneapolis-St. Paul, Minn.; Pittsburgh; and Tampa-St. Petersburg-Orlando, Fla. It will use Global System for Mobile communications technology.
Chicago-based Aerial is owned 82.8 percent by Telephone and Data Systems Inc., which also owns 80.6 percent of United States Cellular Corp.
The company reported a third-quarter 1996 net loss of $9.8 million, or 14 cents per share, compared with a net loss of $1.3 million, or 2 cents per share, in third quarter 1995. Capital expenditures totaled $87.2 million for the quarter, and as Aerial’s construction program continues, capital expenditures could total $300 million for the year, the company said.