Aurel is a developer and curator of homes and experiences who are defining a lifestyle for the golden years. The Aurel corporate identity has been built upon a narrative that reflects an adaptation of its Latin namesake (Aureus, meaning ‘Golden’). Gold, a metal that for centuries has been treated as a valuable commodity and symbol of something precious is similarly reflected in its adjective form (i.e. golden) as something valuable and timeless. The use of serif font in the logo “Au” depicts the metal’s chemical identity within the periodic table (Au). The embrace of both serif and sans serif fonts in the word Aurel seeks to reflect both the traditional and contemporary in the same instance.
Client Aurelian Land
Sector Hospitality & Senior Living
Media Print and online marketing collaterals
Skills Graphics & Branding