Client: Arotech, a large international corporation. Arotech owns a large handful of subisidiary companies operating in the fields of simulated training environments & systems, and green power solutions. The target audience is huge and varied, including the law enforcement, military, operators of heavy machinery, government, outer-space operators to deep-sea operators, and especially, the investor market. Arotech provides the corporate, research and engineering direction for its myriad subsidiary companies.
Challenge: Creating a cohesive image that would represent the entire varied spectrum of activities the company is involved in.
Solution: A simple, modern mark that is strong and memorable, conveying an industrial feel through its solid typeface and kerning.
Luxurious materials (black, uncoated stock, hot foil stamping and embossing, etc.) attract and assure potential investors.
Instead of traditional Pantone printing, foil hot-stamps were used, allowing for a very bright metalic finish that is both rich and industrial.
The custom 'A' mark reflects upward movement, while also conveying a sense of balance and stability- the apex signifies constant motion/development, while always being grounded by the static, stable bar beneath.
For clear division of the company's activities, 4 divisions were created (instead of the intial 2) with a different color assigned to each.
Four colors: one for each division. Blue represents the main division; Corporate.
Mindmap of areas the triangle shape is found in- and how it leads to Arotech's logo mark.
Division Colors:
Brand book- some pages
