AERTIC main goal is to represent the ICT field, to improve its visibility, creating opportunities for their members and to promote ICT development in La Rioja.

The current image AERTIC gives does not represent well the cluster, taking into account their values and their previous co-branding projects; this fact slows down their labor when it comes to representing the ICT enterprises. 

The approach we make from TSMGO has been inspired by the use of modularity as a reflection of the different members; and by the relevance of technology, represented by using a visual metaphor of the binary code as a common feature that represents all the members.

In order to renew the brand and its imagery, we based our visual message on characteristic features from the digital background, such as 1 and 0 as seen on the binary code.

The brand is already known to be at the cutting edge of the field, principle that should be reflected coherently in their new identity. Additionally, we used a great variety of colors inspired in technology to complete the visual identity of the brand.

We used Barlow as the main font, used in body texts and the logo of the brand. Barlow is a sans-seriff, narrow-looking font that is easy and predictable to read in any display.

The modular design created with the binary code unifies the graphic design, as can be seen in the different layouts: stationery, posters, etc. All of this results in an easy recognizable design that transmits the spirit of the brand in an intuitive way.

The main chromatic range chosen to illustrate the brand has blue as its main color, with other minor colors. What’s more, it is interesting to point out the outstanding used we did of decomposed features from their main symbol to create a graphic universe around their visual identity.