Aether Branding
Fluid brand identity for a next-gen cloud computing service — from logo system to motion language and marketing collateral.
Overview
Aether needed a brand identity that communicated both the technical rigour of an enterprise cloud platform and the lightness its name implies. The result is a system built around the metaphor of light refracting through atmosphere.
Brand Elements
Logo System
The primary mark is a dynamic logomark — a stylised “A” constructed from overlapping translucent planes that shift in colour depending on application context (light background, dark background, motion).
Colour Language
The palette moves from deep indigo (#1a1a3e) to electric lavender (#c8b4ff), with accent corals used sparingly for CTAs and alerts.
Motion Language
All brand animations follow a “cloud drift” easing — starting fast, decelerating slowly, never quite stopping. This gives every interaction a sense of organic, atmospheric movement.
Deliverables
- Brand guidelines (84-page PDF)
- Logo in 6 formats × 3 variants
- Motion specification with After Effects source files
- Marketing site templates (8 page templates)
- Social media kit (24 templates)