TRAX

Brand Identity Design

OBJECTIVE

Trax is a startup company focusing on road mapping to help make massive projects manageable. Trax helps untangle complex compliance requirements using AI-enriched search, navigation, project management, and automation tools for construction projects of all sizes. Trax allows companies to plan, budget, and visualize their project in real-time, using completely digitized workflow. Their goal was to create a brand identity that represents modern innovation and to help gain grants to kick-start the company. Learn more about their company here.

SOLUTION

The new logo is modern and minimalistic, designed to be confident on its own and alongside typography representing different branches of the Trax company. Taking insight from pathways and road signs, the “t” in the Trax brand emulates a playful representation of a left turn. The vibrant colour palette draws attention, representing colours often seen on a construction site. The brand uses “Aeonik Medium” for headlines and “Aeonik Regular” for body text. These fonts are modern and geometric with horizontal attributes, chosen to pair with similar attributes in the logo.