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AURENADVISORYAuren Advisory
Identity system

El Vértice

The A is built from two strokes that never touch: the deep ascent and the offset lime stroke. The gap between them is the point of view.

01 — Primary logo
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The offset suggests perspective and movement —observe, then transform— without resorting to AI iconography.

Two-polygon geometry: legible at 16 px, solid in engraving, embroidery and signage.

Minimum clear space: the height of the lime stroke on all four sides. The symbol is never rotated or slanted.

02 — Versions
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Horizontal — on ivory
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Vertical — on ivory
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Dark background
Symbol
Monochrome
On lime
Favicon 48/32/16
03 — Symbol explorations
El Foco

An opening and a point of focus inside the A. An excellent favicon.

La Escalera

Three rising steps: see, understand, transform.

El Eje

A lime crossbar as the line of decision. More literal, very stable.

04 — Palette and typography
Palette
  • Auren Deep#12343B
  • Auren Lime#C8F169
  • Auren Black#111414
  • Auren Ivory#F2F1EA

Lime takes up at most 10% of any composition. On ivory it is never used for text: only for shape, rule or the symbol's stroke.

Typography
Sans — Geist

See. Understand.

Headlines, interface and body text. Precision, not futurism.

Serif — Instrument Serif

Transform.

Strategic phrases only. Never in paragraphs or interface.

System labels

See. Understand. Transform.

11 px, .34em tracking, uppercase. Indexes, sections and metadata.

05 — Applications
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First LastDirector
cristiangutierrez@aurenadv.comaurenadv.com
See. Understand. Transform.
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