CLIENT: AURIGO SOFTWARE TECHNOLOGIES
Aurigo Masterworks Cloud
Modern cloud software to solve all of your capital enterprise needs.
SCOPE
brand strategy
concept identity
visual design
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Graphic element heavily inspired by
The Medium Studio’s Style Guide
[OR-e-go]
BACKGROUND
Everything Aurigo has been working toward over the years has been leading up to this moment. They have built themselves up from a one product company focused on construction management software to one that offers lastest cutting edge cloud software over an integrated suite of 21 products.
Aurigo has spent the past 15 years building an unparalleled product that is first in its class. Now they need a brand to match the innovative business they have become.
Graphic element heavily inspired by
The Medium Studio’s Style Guide
OUR OPPORTUNITY
Characteristic of Aurigo's expeditious and innonvative nature—the company was already in the last stretches of their brand overhaul when we took on the work of a new dynamic brand mark.
Our job here was to fill in the missing pieces between Aurigo's brand history, their in-progress brand overhaul, and their desired brand image going forward.
STRATEGY FOR LOGO
Dynamic
Lifecycle
Innovative
Simple
Integrated
Cloud + Investment
During the discovery process we defined and agreed upon certain characteristics that will embody Aurigo's mark going forward.
ADDITIONAL GOALS
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Pictorial mark must be strong enough to stand on its own
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Sub-brands need to work with the main Masterworks logo
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Sub-brands come together to form Masterworks logo
THE SOLUTION
THE BREAKDOWN
Helvetica Neue Lt Std 55 Roman and 75 Bold were chosen for their hard edges and bold strokes that expertly contrast the soft curves of the existing Aurigo brand mark.
The cloud mark purposefully hangs toward the edge of the typographic elements in order to ignite feelings of movement and forward progress—the cloud, like Aurigo, is leading the way.
To further stregthen brand recognition the cloud mark hides a "M" and "W" within it.
A DYNAMIC MARK
A 5-color logomark is used to represent the Masterworks Cloud Platform along with its 4 integretad product lines.
PRODUCT LINES
Capital Planing &
Portfolio Management
Full Lifecycle
Construction Management
Safety, Quality,
& Maintenance
Business Operations
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Copyright Nicole Majeske, Aurigo Software Technologies, The Medium Studio