Brand Identity for the legal tech company Aracor
A science, education, and technology ecosystem
Our friends from the company Aracor reached out to us to create a logo and brand identity that convey their company’s mission - “legal simplified”. They are developing a service that uses AI to review contracts and simplify complex legal language. Our challenge was to do something simple, yet memorable.
In search of the right metaphor, we decided to think about the items surrounding people who work with documents. For example, the process of signing contracts. Using the arrow shape from the “sign here” sticker that shows where to sign the document without having to search. We make it easy for you.
An interesting idea, but we decided to reject it since it is more about signing documents. Also, arrows in the logo are not a very good style…
We thought - how can we show document simplification in the logo? Maybe we could try using typography?
We can "hide" the simplification process within the logo itself: show a gradient from a bolder font to a thinner font.
It turned out well, but we decided not to stop and to continue our search for the perfect metaphor for the logo…
Reading legal documents, such as contracts, is usually a challenging task. You need to be very attentive and know the terminology. The most important terms of the contract are often hidden in footnotes marked with asterisks and written in small print. We use this symbol as a metaphor to show that everything hidden will be revealed.
We found the metaphor! It’s very simple and easy to remember. This logo can even be drawn by hand. Additionally, we can use a “text” version: *Aracor!
Aracor’s new branding highlights their focus on making legal contracts easier with advanced technology. The logo has a modern, clean look with a noticeable asterisk (*) followed by the company name in bold, rounded letters. The colors use a gradient of blue shades to show trust, reliability, and innovation.
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Typography: A bold, rounded font was selected for its modern and approachable feel.
Color: The main colors are different shades of blue. Blue is often linked to trust, reliability, and technology, which fits well with Aracor’s goal of simplifying legal contracts using advanced software. The gradient makes the design look dynamic and modern, showing the company’s innovative approach.
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We've also made a quick guide on how to use the corporate identity. Also simplified!
Design Elements
1. Logo: The asterisk symbol (*) preceding the company name represents clarification and simplification.
2. Posters and Business Cards: These materials maintain a clean, minimalist design with ample white space to enhance readability and focus on key messages.
3. Digital Interface: The sleek digital platform interface emphasizes user-friendly features and efficient navigation.
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