In 2012, a comprehensive rebrand was unveiled for the AUA, built on 18 months of research and spanning all elements of the AUA’s brand—visual elements, core messaging, brand personality and tagline. In the years since, we have seen a digital revolution that has dramatically impacted the way we present ourselves to the world.
This Brand Progression builds on the brand equity of the past decade and pushes us forward, positioning us to meet the demands of a digital world.
The new Brand Progression has advanced the visual identity of the AUA in several ways:
Introduced a more modern, powerful design
Introduced complementary colors
Added a new font
The Design
The 2012 brand was very white and minimalistic, anchored with “swooshes” as a consistent brand element. To garner greater attention in today’s digital environment, in which audiences have shorter attention spans and are faced with a near constant barrage of visual images, the new design features images with saturated color overlays to create a more modern and impactful design, especially suited to the digital space.
The new Brand Progression allows photographic details to serve as graphic elements and textures in the design.