The Origins of AUC's Logo

Progression of AUC's logo design

The company's logo is drastically different now to how it was initially.

In the initial design, the logo colours were green and silver, which was mainly associated to the company's technological side at the time. A bit of a cliché, I know, but it was the colour that had that close association to technology.

The initial design had a three tier concept to illustrate depth in the services that mainly were, Consulting, Service and After-Care. The radial, star burst effect was to add a futuristic design and to give a feel of new age.

With a design like this however, reproduction was an issue. Printing was limited to digital machines and I felt it was a typical local design, nothing worthy of any international stage.

The second logo design came after outsourcing it from an associate company. It was very clean, able to reproduce in screen and digital printing yet still retained the three tier concept. This also matched up nicely with the addition of design to the existing services; information technology and marketing (a pattern with the number three begins to emerge).

This was reflected also in the type of service that was being provided where a holistic approach to analysis was being done; from the company, employee and customer points of view.

The current design is a reflection of the reconstruction of the business with the main focus was on relationship marketing. I chose colours that were a reflection of myself and what I wanted the company to be associated with.

A light shade of orange was used to express vitality and endurance, that no matter what obstacles that may come my way, the service will never falter. Red was selected to demonstrate courage and confidence and the strength to stand out against the plain and the traditional.

To create calmness amongst such vibrant colours, I used a dark shade of grey, adding a bit of neutrality to the logo, yet applied in such a way to create movement.

Though for the time, I am quite contempt with the design, I am certain that as the company progresses and evolves so too would the logo.