# Aurora Peak — Brand Identity Brief

## About Aurora Peak

Aurora Peak is a new software company based in the Pacific Northwest. [1–2 sentences: what the software does, who it's for. This is the first thing designers will ask.]

We're building the identity from scratch and want a designer with strong typography and identity‑system experience to create it with us. We need more than a logo — the identity has to work across products, websites, app icons, social profiles, and presentations, and hold up as the company grows.

## The name

**Aurora Peak**

Optional tagline: *Crafted in the Pacific Northwest.* It doesn't need to live in the logo lockup.

## What we're after

A mark that reads as a confident software company. The PNW is part of our character, but skip the postcard imagery — if the region shows up, let it come through in typography, color, or atmosphere rather than mountains and evergreens. Same on the software side: no brackets, cursors, or circuit patterns. Precision and craft don't need literal tech symbols.

Qualities we care about:

- Distinctive and ownable
- Modern without chasing a trend
- Works at 16px and on a billboard
- Confident without going corporate
- Flexible enough to carry future products

## Creative freedom

We're not prescribing a symbol or metaphor. An "AP" monogram is fine if the concept earns it, but don't treat it as the default — a custom wordmark, an original symbol, or a typographic system could all be the right answer. Whatever you propose, show us the reasoning.

A few things we'd rather not see: mountain silhouettes, aurora gradients, stock or template constructions, geometric abstraction that needs a paragraph to explain itself, or AI‑generated artwork presented as original design.

## Initial exploration

Present **three distinct creative directions** — different ideas, not recolors of the same mark. For each:

- Concept and rationale
- Primary mark or wordmark
- Favicon / app‑icon approach
- Rough typography and color direction.