When Gabriel called me from the Electronics & Optics lab in Hong Kong, he was energized by their transition from HUDlog to Aura Innovation. At the time, the company specialized in developing Head-Up Display (HUD) technology aimed at enhancing the efficiency and safety of commercial vehicle fleets. Think 'augmented reality windshields for trucks'.

The name change marked more than a rebrand; it signaled ambitions of a future in which their augmented reality technology extended beyond the transportation industry.

They were seeking a visual identity that captured the essence of advanced engineering. A brand that wordlessly said: "We're driving the future" (double-meaning intended). Through collaborative discovery, we surfaced key themes to guide the design: bold change, fluid motion, dynamic stability, streamlined efficiency, confident safety, elegant systems, augmented reality.

The Aura mark, much like the spatially computed AR projections it represents, suggests a hidden layer of information: what’s there, and what’s beyond. It plays with perspective: flipping between two and three dimensions, the bold lines seem to wrap around the faces of an invisible 3D prism; folding into an elegant, interlocking form.

At its heart lies an equilateral triangle, evoking stability and precision. Tilted off-axis, the form leans into motion, creating a sense of anticipation: something is forming, arriving, evolving.

Within the geometric interplay of positive & negative space, order is maintained by a simple rotational symmetry. In negative space, a vortex of lines enhances the rotational momentum. In the positive space, galactic spiral arms emerge from the core, embodying a futuristic design language.

The Aura logotype is based on Eurostile Extd, a timeless favorite of the trucking & high-tech engineering industries for its wide stance, robustness & futuristic personality. The modded R helps to differentiate, while also shifting towards a more open & optimistic mood.