Auro

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New light for VTC

Auro brings new light to urban transport by understanding user experience as the service's differentiating value. Auro's vision and mission is to transform transport and the city through experience and optimization. Auro is born from the union of one of the major figures in the private transport sector, José Antonio Parrondo, and several leaders of the Spanish startup scene like Zaryn Dentzel (tuenti), Félix Ruiz (jobandtalent) and Hugo Arévalo (Hawkers).

The Auro logo. A halo of light that illuminates the sector.

In-depth naming work to find a name that conveyed aspiration, leadership, vision, reliability, solidity, excellence, unity and movement.

The visual identity work emphasized clarity and minimal expression of the light halo concept and the word Auro, while retaining the personality and strength of the project's founding team. Countless tests to find the perfect spacing and size for optimal legibility and contrast across different formats, finishes and sizes.

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Early spacing tests of the logo still without the definitive "R".

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The wordmark is built on the foundation of a geometric sans serif. Solid, round and generous in spacing. Specially designed to work together with the isotype, but with enough personality to function on its own. The "R" exit is particularly notable, built with 1⁄4 of our "O" evoking the circularity of the isotype.

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Logo constructions, grid and photographic system grid.

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Using our isotype as a scene illuminator, we incorporated Auro's photographic universe into the visual system. The isotype is positioned "outside" the frame so that its glow is what illuminates the photograph. The spatial relationship of elements is configured as follows for 1:9 and 1:1 ratios.

We achieve the scene's illumination by overlaying a gradient from rgba(255,255,255,1) to rgba(255,255,255,0) with the dimensions specified on the previous page.

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Materials and finishes are a vital point of contact when translating Auro's brand idea and value proposition.

Excellence is a core value for Auro and carries through every experience. Materials and finishes that evoke solidity and efficiency are actively encouraged. Some examples would be concrete, fine woods, and reflective metals.

The use of materials that transmit light, reflection, or shine in stationery, signage, packaging, textiles, and so on is encouraged to convey brand values.

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