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Technology
Identity
.
Experience
.
Product

Of disrupted origin and meaning

Category
Technology
Product
Identity and Website
Client
Avo Consulting

Avo Consulting is the rising star among Nordic tech and management consultancies, tearing down buzz and making changes that feel easy. Founded in 2016 and growing rapidly, the company reached out to Bleed to create a visual identity that matches the company's unique approach to solving it's clients' business challenges.

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The “Avodings” typeface

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With a buzz-free, tech-savvy approach to solving it’s clients’ challenges, Avo has grown from 5 to 85 employees within three years of business. In the spring of 2019, Avo asked us to refine their unique and playful philosophy into a visual identity. An identity that feels like Avo, both for clients, trainees and partners, and that could be a common reference point of the culture of the company.
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To many, Avo (previously AVO) seemed like an acronym, an abbreviation with some embedded meaning. While this was not the case, we decided to use this misinterpretation of the company name to build a universe of suggestions of what Avo could mean. Avo is, after all, all about making changes in a way that's easy, and impactful both for people and business. 
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Together with the client, we developed a custom typeface,“Avodings”, inspired by the good old dingbats. While the original dingbats had their heydays when bandwidth couldn’t support images and illustrations online, Avodings create visual ideas of Avo’s activities. While the A is always constant, the ‘v’ and ‘o’ takes different shapes, and are interpreted freely.
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The system gives every employee the chance to make their own versions of what Avo means, which they can employ to mail signatures, keynotes, business cards and so on. While dynamic identities seldom are dynamic in the long run, the Avodings typeface allows Avo to be dramatised uniquely in different contexts, by different people.
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