Straudo
Brand Identity
Straudo is a boutique consultancy company offering digital product services. It helps businesses validate new product ideas and provides experienced product managers on a flexible, short- or long-term basis. This makes Straudo a great partner for companies that want to build products people love, without the hassle of hiring full-time staff.
ROLE
BRAND DESIGNER
NAMING
When creating this name, we prioritized the company's approach. The company was going to offer various strategies to clients. Successful strategies were to be the company's primary selling point.
Therefore, we took the first part of "strategy" and added the Latin word "audo" to it. In Latin, "audo" means "dare, have the courage to do, act boldly, venture." The company's approach to the market is not conservative. It has bold ideas for untapped opportunities. Everyone knows that creating new things requires courage. Straudo aligns with the company's vision.
LOGOTYPE
We leaned toward a typographic logo to remove any friction that icons, abstract marks, or mascots could introduce in a field as precise and direct as finance and strategy. Presenting the name and its promise with no ornament to interpret mirrors how this audience itself operates: state it plainly, don't make them work for it
COLOR
We have chosen the most vibrant shade of blue for the logo because it embodies the digital world.
During the logo design process, I chose to use a friendlier typography with rounded corners, like on the "t", "u", and "d" letters, instead of unfeeling fonts like Helvetica or Univers.
I also made the logo look more trustworthy and durable by straightening the legs of the "a," "u," and "d" letters so they would stand confidently.
Also, I've used a ligature between the "r" and "a" letters. Since Straudo comes from the words "strategy" and "audio," I've connected the last letter of the former and the first letter of the latter with a ligature. Ligatures of the "r" and "a" are commonly used in serif fonts, but almost never in sans serif fonts before Straudo. Therefore, we can confidently claim that Straudo is the only sans serif logotype in the world that uses this ligature. Additionally, thorough research of currently active company logos revealed no other company using this technique. Therefore, it is a great way to stand out.
