Logo Design for Aretec
November 2023 - March 2024
CLIENT
Aretec is a leading tech company, specializing in designing and developing cutting-edge AI solutions, cloud services, and digital transformation strategies that empower businesses to thrive in the digital age.
CHALLENGE
Aretec had very limited marketing experience (their last brand was “done the poor man’s way” by the founders) and engaged with us to help with a rebrand, website redesign, content strategy, and collateral development.
MY INVOLVEMENT
The Logo: I designed 3 different visual directions for the logo - with 1 final direction being presented to the client along with another direction from the other designer on the project.
This concept is focused around the company origin. The founders actually came up with the idea of Aretec while hiking up a mountain.
This logo plays on that story, featuring an abstract mountain icon with the negative space showing the path upwards.
The negative space also creates sections of mountain - representative of how Aretec combines pieces of data together to craft a product.
Direction 1
This concept positions Aretec as friendly and techy.
This word mark is simple and clean. The two bottom pieces of the e’s are cut out and treated in two different colors, showing how no two pieces of data are the same, even if they look exactly alike.
Direction 2
This concept positions Aretec as confident, knowledgable and techy.
This word mark is complex and plays on the classic tech cliche of negative space cutouts. This helps position Aretec as a tenured leader in the industry.
