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The Art of Naming: Aurantis = Aura + Atlantis
The quest for the perfect brand name led Wortham Creative to explore concepts that blended modernity with a sense of timelessness and aspiration.
Story behind the Name
AURANTIS, is a carefully crafted portmanteau that elegantly combines two powerful ideas. "AURA" speaks to the desired feeling of distinction, prestige, and an intangible quality of excellence that the brand aims to embody. It suggests a positive atmosphere and a sense of elevated living. Complementing this is "ATLANTIS," an iconic name evoking a sense of legendary status, a place of grandeur, and a feeling of belonging to something significant and enduring.
This fusion creates a name that is both contemporary and resonant, carrying an inherent aura of sophistication and the promise of a lasting legacy. Furthermore, the name AURANTIS was intentionally designed for adaptability, seamlessly lending itself to various project types, as envisioned by the client.
This adaptability allows for the creation of distinct yet related entities under the Aurantis umbrella, such as "Aurantis Park," "Aurantis Towers," "Aurantis Kabanas," "Aurantis Heights," and "House of Aurantis," fostering a strong and cohesive brand architecture for future growth.
A Home in Hand: The Aurantis Logo – A Universal Symbol of Belonging.
For the Aurantis logo, Wortham Creative sought a symbol that was both universally understood and deeply evocative of the feeling of "home." The resulting design is remarkably simple yet profoundly impactful: a stylized representation of a house formed by two hand symbols.
This concept draws inspiration from the nostalgic image of children making their first drawing of a home, a fundamental symbol of shelter, family, and belonging. The gentle curves and open form of the hands convey a sense of care, protection, and community.
This design choice transcends cultural barriers, making the Aurantis logo relatable and meaningful to a wide audience. Moreover, the logo's inherent simplicity lends itself beautifully to adaptability across Aurantis's future projects.
Subtle variations or additions can be seamlessly integrated to differentiate "Aurantis Park" or "Aurantis Towers" while retaining the core brand identity, ensuring a consistent and recognizable visual language across all developments.
A Palette of Prestige and Nature.
The Aurantis stationery design was meticulously crafted to reflect the brand's sophisticated aura and commitment to quality. Wortham chose a distinguished color palette of dark emerald green paired with an off-gold, bronze-like color. The dark emerald green evokes a sense of prestige, stability, and growth, aligning with the real estate industry's focus on long-term value and prosperity.
It also subtly hints at lush landscapes and natural environments, creating a connection to the idea of well-planned and green living spaces. The accents of off-gold or bronze add a touch of understated luxury, sophistication, and timeless elegance. This metallic hue conveys a sense of quality, investment, and enduring value.
The combination of these colors creates a visually rich and harmonious aesthetic that speaks to the aspirational nature of the Aurantis brand, ensuring that every piece of communication exudes professionalism and reinforces the brand's commitment to excellence.
Embrace Conceptual Depth: The Aurantis name wasn't arbitrary; it was a deliberate fusion of "Aura" and "Atlantis" to evoke specific feelings. Dig deep into the meaning and connotations of words and concepts.
Simplicity is Powerful: The logo's beauty lies in its simplicity – two hands forming a home. Don't overcomplicate; focus on conveying the core message with clarity and emotional resonance.
Adaptability is Key for Longevity: The logo and name were designed to be flexible, accommodating future projects. Think about scalability and how your designs can evolve with a brand.
Color Tells a Story: The dark emerald green and off-gold weren't just chosen for aesthetics; they were selected to communicate prestige, growth, and luxury. Understand the psychology of color and use it strategically.
Local Context Matters: While Aurantis aimed for a modern feel, the underlying desire for belonging is a universal human need. Consider the cultural and emotional context of the brand.
Every Element Contributes: From the name to the stationery, every touchpoint should reinforce the brand's core message and personality. Consistency builds trust and recognition.
Understand the "Why": Before diving into visuals, understand the client's vision and the challenges they face. The "why" behind the design is just as important as the "how."
No Idea is Too Simple: The hand-drawn home concept is incredibly basic, yet it became the heart of the Aurantis brand. Don't dismiss seemingly obvious ideas; they often hold the most profound connections.
A must Read for Cleints and Other Agencies
Key Considerations
Invest in Strategic Naming: A well-thought-out brand name like Aurantis can be a powerful asset, setting the tone and conveying the brand's essence from the outset.
Look for Meaning Beyond Aesthetics: The Aurantis logo isn't just a pretty shape; it's a symbol with deep emotional connections to home and community. Effective design communicates on multiple levels.
Consider Brand Architecture Early: Planning for future growth and diverse offerings (like Aurantis Park and Aurantis Towers) from the beginning ensures a cohesive and strong brand.
Color Psychology Drives Perception: The chosen color palette for Aurantis was a deliberate decision to project an image of quality and prestige, influencing how the brand is perceived.
Simplicity Builds Recognition: The easily recognizable and adaptable logo ensures that the Aurantis brand can be consistently applied across various platforms and projects.
A Strong Brand Story Creates Connection: While not explicitly detailed in this prompt, a compelling narrative around Aurantis (similar to the Chikkilal story) would further enhance its emotional connection with potential buyers.
Design is an Investment, Not an Expense: The thoughtful and strategic design of the Aurantis brand is an investment that will contribute to its long-term success and customer loyalty.
Collaboration is Key: A successful brand identity is the result of a strong partnership between the client's vision and the agency's expertise.
