About the Brand

Avver.ai is a B2B company targeting primarily mid-sized companies or startups that are growing rapidly and are struggling to keep up with hiring demands. They have just completed running a beta version for 2 years to solidify their technology and the founders just secured a large round of funding. Now they are ready to take off on their mission to provide a seamless and effortless experience for hiring companies, and a fair, unbiased interview experience for candidates. This brand refresh is part of Avver.ai’s larger movement to grow their company and get their brand out into the world!

-> approachable

-> accessible

-> minimal

MOOD BOARD & BRAND DIRECTION

Direction

A major focus of this project is explaining the AI magic behind their software and how their services work. Therefore, in the visual branding piece of the project, the aim was to create a visual language that spoke to both the brand and the product.

But First, Meet G.aiL

G.aiL was made to visually represent the software that powers Avver.ai. Part human, part AI, G.aiL is friendly, feminine, fun, and approachable. She can be used on branding, merch, marketing, the company website, software tutorials, and more. Afterall, G.aiL is here to help.

Primary Logo

Your primary logo is the main voice and signature of your brand. This should be used most frequently when space allows for it.

Secondary Logo

The secondary logo or the ‘alternate logo’ still uses components from your main logo but in a different layout. Having this logo allows for more flexibility for your brand in different settings. For example if your main logo doesn’t fit within a certain space your secondary logo or logo marks can be used.

Logo Mark

Logo Marks are a simplified version of your main logo. This sometimes consists of 2 letters or a symbol that fits in with your brand. Having something simpler works well when you have a more confined space to fill.

Brand Pattern

Brand Patterns are an exciting element to your brand. This is where you can bring in your brand personality and create a memorable brand experience. It’s also an effective way to build brand recognition that carries through your business’ physical presence, at every touch point, and helps you maintain cohesive branding.

You can include these brand patterns and elements within your branding to keep on brand. It can be used alongside stationery, on websites and on socials.

Color Palette

Creating a distinct and complimentary colour palette is going to be an important part of people recognising your brand. Your colour palette will be used across your socials, stationery, website and so much more. Below is your colour palette and the reasons as to why the colours have been chosen.

Why purple?

While all of your competitors are blending together by using similar shades of blue, Avver.ai will stand out while also staying within a color family that customers are accustomed to.

Fonts

Using the right typography for your brand is going to be crucial because it sets the tone. Your fonts have been chosen to pair perfectly with each other as well as your brand identity. By using consistent typography across your brand will make you recognizable and memorable.