Daqri is the world’s leading augmented reality developer, providing custom software and creative solutions to a wide range of clients. In 2012 Daqri was poised to grow and needed an identity that could grow with them while nodding to the founder’s roots. The brand needed to be successful across various platforms and expressions.
We created a brand identity based on Daqri’s core virtues: Humanity, Creativity, and Innovation. The logo has a futuristic sci-fi aesthetic, which directly relates to the brand’s personality. To increase recognition we created a modified headline typeface with the logotype characters. Additionally, we developed a graphic system of handmade ink bubbles to represent the humanity, flexibility and dimensionality of the AR experience.
Daqri has grown from a team of 10 to over 300 employees. They continue to develop innovative products and technologies that help build the future. The identity now lives through products and software, constantly evolving as Daqri expands.