Go Everywhere
Argus is an Israeli tech company that provides industry-leading cyber security for connected vehicles. Continental, the global automotive parts manufacturing company, acquired Argus in 2017. With the meteoric growth that ensued, Argus required a rebranding process that showcases the company’s new positioning while supporting Argus’ strength, technology, and growth through a visual branding solution. The objectives of the branding process included refining Argus’ brand strategy and establishing Argus’ positioning and brand promise to differentiate Argus from its competitors. The branding process also had to clearly define the company’s values so that they resonate both internally and externally and assist in driving Argus forward. Last but not least, Argus’ rebranding also needed to generate a strong brand identity that expresses all these aspects and acts as an innovative platform for Argus’ global marketing activities.
The strategic process changed the way Argus communicates its value to automotive manufacturers and to consumers. The brand promise: Go Everywhere, reflects the company’s spirit: providing customers with the peace of mind necessary to move forward in an era of constant cyber security threats. The brand’s new visual language is also understated, which in turn conveys power, technological innovation, and security. The use of a limited color palette, a classic, meticulous typography and a clean composition exudes effortless confidence and global presence. With Argus catering to multiple brands in the automotive industry, Open created a vehicle model that works with all brands, now renowned as the “Argus’ Vehicle”, around which Argus’ technology, products and solutions can be displayed through precise, clean, sophisticated geometric graphic language.
The new logo expresses the insights we’d uncovered. Open selected a clean logotype based on meticulous typography with precise letter-spacing that exudes a sense of security while also conveying airiness and motion. The letter “A” in Argus was redesigned to represent fluidity, energy, and the highest attention to detail. The logotype also relates the connection to the automotive world through its resemblance to the leading global automotive brands.
The new logo expresses the insights we’d uncovered. Open selected a clean logotype based on meticulous typography with precise letter-spacing that exudes a sense of security while also conveying airiness and motion. The letter “A” in Argus was redesigned to represent fluidity, energy, and the highest attention to detail. The logotype also relates the connection to the automotive world through its resemblance to the leading global automotive brands.
As far as creative challenges go, how do you visually express Argus’ products, solutions and unique value propositions that are, well…invisible, while also communicating the company’s technological superiority? Open’s inspiration for the brand’s graphic language came from museums, where protection of the museum’s precious exhibits, much like protecting vehicles and passengers in Argus’ case, is carried out using laser beams, a solution that is highly effective yet not overbearing. Argus’ products were each represented by a simple geometric shape. Delicate, linear shapes and the color turquoise were chosen to lead the brand language. Each shape develops in a variety of ways that preserve the precision and repetition, and combined with “Argus’ Vehicle”, express the protection over the vehicle and its components.
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