Paul Murdoch Architects worked with graphic design consultants Impact Design Associates and ALT Design to conduct typographic studies to arrive at the approved visual representation of the 40 hero names. The objective for the representation of the names was to create a design that has the quality of being contemplative and inspirational, and would evoke a timeless tribute to the heroes of United Airlines Flight 93. The font Whitney-Semibold Small Caps was chosen for its simplicity and the angular detail of selected letter forms. The angular detail relates to subtle architectural elements of the memorial design. Each name is cut into a 30- x 96-inch white marble panel with a horizontal brushed black stainless steel inlay. According to the memorial's architect, Paul Murdoch: