ArchIQ: Engineering a Brand rooted in Visionary Precision

ArchIQ, an emerging leader in AI-powered operational solutions, was getting ready to launch.  The fast-moving startup sought a bold and modern brand identity to reflect their cutting-edge technology and customer-first ethos.

Our brief was clear: develop a cohesive brand story rooted in computer vision that solves solving big data problems, and visual identity system centered around efficiency, clarity, and innovation.

Our journey began with in-depth discovery sessions with ArchIQ’s leadership. We unearthed the core brand themes of “effortless empowerment” and “elevating human potential.”

Using these insights, we crafted a brand platform and messaging implementation tool kit that defined ArchIQ’s purpose, personality, and positioning: visionary, elegant, and insightful.

At the heart of ArchIQ’s visual identity is its logo. The design process involved two key phases: ideation and refinement. We started with over 50 exploratory one-color sketches, then collaborated closely with the team to refine the design into its final form and color palette.

The result: a modern, geometric mark rooted in perfect circles, evoking precision and balance. The stylized “A” incorporates an arch—a subtle nod to the brand name and a metaphor for bridging ideas to outcomes. The green gradient, with its blend of British Racing Green and lighter hues, conveys growth, trust, and dynamism.

The logo’s ingenuity extends into the “IQ Lens,” a visual system derived not only from its circular structure, but by the very essence of the business itself: using AI + sophisticated camera equipment to streamline repair and manufacturing of complex machines.

The IQ Lens can appear as a window — masking the space — and as an outline — in between foreground and background. And, in some instances, as a combination of both.

The equity of the IQ Lens lies in its dimensional presence and effect.

It may be proportionally scaled, rotated, and cropped to suit a variety layouts

FRAME A CIRCLULAR IMAGE

CREATE FOCUS: OUTLINE SHAPES

HIGHLIGHT AN IMAGE

CREATE TEXTURE OVER COLOR

CREATE FOCUS: FILLED SHAPES

CREATE TEXTURE WITH IMAGE

Lifting headlines from the messaging toolkit, the following mockups combine strategy, messaging, and visual identity elements to deliver a unique, ownable, and human brand that sets ArchIQ apart in the competitive AI landscape.

The ArchIQ strategy, messaging, and brand identity system deliver on its promise of making the complex simple.

By combining bold, geometric precision with the flexibility and precision of the IQ Lens, Global Brand Works developed a brand that not only looks smart but clearly communicates what ArchIQ stands for.

Deliverables:

• Listening tour and findings report
• Brand platform
• Messaging toolkit
• Visual identity system
• Full logo suite
• Brand guidelines

Global Brand Works exceeded expectations. Brilliant work!  And they worked at the pace we needed: fast and efficient. – Marc Ongaro, Co-Founder, ArchIQ