Our approach was to create a minimalist visual identity with high symbolic value and versatile enough for the digital platforms. The naming process was intentionally based on latin, therefore we revamped the term Audax - the ancient root word for audacity, boldness, courage.
Meant to be a sleek recognizable brand, Audax is positioned as a top link between employers and employees. The fundamental requirements, from the client's perspective, were the following: prestige, easy use, memorability, correct location in the human resources market.
For a compact and obvious differentiation, we used a solid red background approach. The typeface style is inspired by a classic font: Helvetica.
The general purpose of Audax is boldness and competence all across Human Resources domain.