Brand Kit
Free to use, no permission neededEverything here is available to anyone writing about, partnering with, or building for Aura Technologies. Use the files as they are rather than recreating them, and follow the rules further down so the identity stays consistent wherever it appears.
The Logo.
The mark is a disc split by four cuts that trace an A and a T. It comes in four arrangements and there are no others: horizontal, stacked, mark alone, and wordmark alone. Each has a reversed version for dark grounds. If none of them fits the space, use the mark on its own rather than inventing a fifth.
Clear Space and Size.
Dashed frame = minimum clear space
- Clear space
- At least half the mark height on every side. A full mark height wherever there is room.
- Minimum size, screen
- Mark 16px. Horizontal lockup 140px wide. Stacked lockup 90px tall.
- Minimum size, print
- Mark 20mm. Below that the cuts start to close up. In the stacked lockup the mark is 47% of the total height, so the whole lockup has to be at least 42mm tall to clear it.
- Minimum size, embroidery
- Mark 25mm, which puts the stacked lockup at 53mm tall. Below that the cuts fall under 1.8mm and fill in with thread. There is no small-size variant: use the mark larger, or use the wordmark alone.
- Print ink
- 100% K. Never a four-colour or rich black build.
Backgrounds.
On any solid background the logo goes straight on, no container. The cuts in the mark fill with the background, which is the intended effect, and the wordmark is solid letterforms with nothing to fill. A container is only needed where the background is patterned, photographic, or too close in tone to the ink. A light-and-dark stripe is the case with no free-standing answer at all: white disappears on the light band and black on the dark one, so those cells are marked as failures rather than offered as options. The colours are examples, not brand colours.
Free-standing
Correct on plain grounds with clear contrast. Fails on pattern.
Free-standing lockup
The usual application on a solid background. No container, and none needed.
Dark greenStripedFails
Solid, lightFree-standing wordmark
Letterforms are solid, so nothing fills them. Contrast still has to hold, and across a light stripe it does not.
Dark greenStripedFails
Solid, lightContained, disc
The cuts reveal the container, not what is behind it. Survives any background.
Contained, panel
The full lockup on a rectangular field. The safest form on anything busy.
Dark greenStripedSolid, lightThe contained files
The container may take a background colour, if the mark inside still holds.
Matching lets the mark sit inside a design rather than on top of it. The condition is measurable: the container must reach 4.5:1 against the mark inside it.
Allowed
12.22:1
A background colour that clears the threshold with a white mark. The case worth using.
Not allowed
1.68:1
A colour that does not hold. The mark is present and unreadable, which is worse than absent.
Always safe
21:1
Brand black or white. Use whenever the colour fails, or nobody is available to check.
The rule
- Black or white by default. Always works, needs no checking.
- It may take a background colour that reaches 4.5:1 against the mark inside. White mark on dark colours, black on light, whichever clears.
- In print, the colour must come from the same run as the surrounding graphic. Matching a dyed or painted surface by eye reads as a fault; a deliberate black reads as intent.
- Never a colour from outside the design it sits in.
Typical values
- Bottle green
- 14.91:1
- Navy
- 14.68:1
- Red
- 5.88:1
- Gold
- 1.68:1
Colour.
Pure black and pure white, and a neutral grey ramp between them. Nothing in the system has a hue: every value is a single grey byte repeated, so red, green, and blue are always equal. The mark itself is only ever black or white.
- Black
- #000000100%
- Ink surface
- #1a1a1a90%
- Ink line
- #33333380%
- Ink muted
- #99999940%
- Muted
- #66666660%
- Line strong
- #cccccc20%
- Line
- #e5e5e510%
- Surface
- #f5f5f54%
- White
- #ffffff0%
Typography.
Geist Sans
Aa
Headlines and body copy. Set tight at large sizes and normal at text sizes.
Geist Mono
Aa
The wordmark, microlabels, and data. Always uppercase with wide tracking: 0.09em for the wordmark, 0.2em for labels.
What Not to Do With It.
- 01Do not rotate, skew, outline, or add effects. No shadows, no gradients.
- 02Do not recolour. The mark is pure black or pure white and nothing else.
- 03Do not rebuild the lockup by hand or re-space its parts.
- 04Do not set the wordmark in another typeface or change its tracking.
- 05Do not place the black mark on a dark or busy image. Use the reversed version.
- 06Do not crop the mark, enclose it in a shape, or use it as a repeating pattern.
For Press.
Use these descriptions verbatim. They exist so that two separate pieces of coverage describe the company the same way.
Boilerplate, short
Aura Technologies Pty Ltd is an Australian holding company that builds, owns, and scales technology businesses for the long term.
Boilerplate, standard
Aura Technologies Pty Ltd is a technology holding company based in Melbourne, Australia, established in 2024. It supports its companies with capital, strategic direction, and operating support to create lasting value. Selected holdings include Dome Technologies and SiteSphere. Software engineering and product development enquiries are directed to Nomad Labs at nomadlabs.com.au.
Fact sheet
- Legal name
- Aura Technologies Pty Ltd
- Type
- Technology holding company
- Established
- 2024
- Headquarters
- Melbourne, Victoria, Australia
- Selected holdings
- Dome Technologies; SiteSphere
- Website
- auratechnologies.com.au
- Software services
- Nomad Labs — nomadlabs.com.au
- Media enquiries
- contact@auratechnologies.com.au
For anything not covered here, including interviews and high-resolution photography, write to contact@auratechnologies.com.au.