Straudo — Branding & Naming

Straudo is a boutique consultancy company offering digital product services.

BRANDING

When creating this name, we gave priority to the approach of the company. The company is going to offer various strategies for clients. Successful strategies are going to be the primary service that the company will sell to clients.

Therefore, we took the first part of “strategy” and added the Latin word “audo” to it. Audo means “dare/have the courage (to go/do), act boldly, venture” in Latin. The company’s approach to the market is not conservative. It has courageous ideas for untouched opportunities. Everyone knows that making new things needs bravery. The "Straudo" fits the vision of the company.

LOGOTYPE

We have analyzed all of the client’s brief and have come to the conclusion that an ideal logo for “Straudo” would be a typographic one. It is the most suitable style for its target audience and meets the main criterias: officiality, elite, easy to use branding.

COLOR

We’ve chosen the most lively tone of blue color for the logo without any doubts, since it is the color that embraces the digital world.

During the logo design, instead of using such unfeeling fonts as Helvetica and Universe, we have used much friendly typography with rounded corners as on “t”, “u” and “d” letters to make them look warmer to people.

We also made the logo look more trustworthy and durable by straightening legs of the “a”, “u” and “d” letters to stand confidently.

Also, we’ve used ligature between the “r” and “a” letters. Since Straudo comes from two words - Strategy and Audo - we’ve connected the last letter of the former word and the first letter of the latter word with a ligature. Ligature of the “r” and “a” letters are commonly used in serif (antique) fonts, however, it is almost never used in sans serif (gothic) fonts. Therefore, we are able to confidently claim that Straudo is the only sans serif logotype that uses this ligature in the world. Also, deep research among the currently active company logos showed that there is no other company that uses this technique. So, it is a great way to stand out.