We were engaged to design a logo for Auger—a new tech startup daring to envision a future where global supply chains run as seamlessly as today’s most intuitive consumer technologies, optimizing real-time decision-making through AI and machine learning.
Auger’s unwavering mission is to eliminate supply chain complexity. Our design challenge, therefore, was to create a brand identity that captured the elegance and innovative simplicity of Auger’s bespoke solutions.
Auger’s name is a noun, and for many the word conjures up a corkscrew-like piece of heavy, boring equipment. We, however, wanted to focus on the breakthrough outcomes of an auger (efficiency and expansion), and we wanted the Auger mark to feel light and nimble. We arrived at our solution through a reductive process. We reduced the most recognizable part of an auger—the helical twist—down to its most minimal form. We then used this single, unadorned screw thread to articulate the descender of the lowercase g, giving the g—the centerpoint of the word—a sense of buoyancy and streamlined rotation.
