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Our audience is exposed to Autodesk through many different touchpoints and experiences. It is crucial that we present ourselves consistently across these touchpoints to appear as one Autodesk, build brand recognition, and establish trust with our audience. Campaigns are one of the key touchpoints where we have the opportunity to do so.
The following campaign design system helps us humanize our brand and present a unified Autodesk in a way that will scale to support the growth of our business.
Each campaign touchpoint is the sum of many brand elements coming together to create an experience. We’ve categorized these elements into two buckets: fixed elements and flexible elements.
These are elements that should be easily recognized across all touchpoints. Their presence is persistent, unchanging over time, and should be used consistently.
These elements are designed specifically to be adaptable to meet the needs of different contexts and audiences. They are versatile in makeup, so that you can employ them in your designs in the way that works best for what you are trying to achieve.
Prevent corporate and product colors from competing with one another by featuring the Autodesk logo in one of two ways within your campaign.
Avoid repetitive instances of corporate and product names in your campaign to avoid clutter and appearing redundant. Use one of the following product logo system hierarchies when designing a touchpoint.
Color is a great way to draw attention to certain elements or add highlights to your campaign.
Different types of CTAs can be used in campaign touchpoints, depending on several factors including medium, layout dimensions, and objective. Regardless of these factors, ensure that your CTA is set in the proper highlight color depending on whether your campaign is product agnostic or product specific.
Artifakt should be the only typeface used—regardless of the type of campaign you’re creating. It comes in two collections, Legend and Element, and contains multiple weights within each collection.
The edge refers to an angle that echoes one of the three most distinct edges of the Autodesk logo. You can utilize one of these angles in a multitude of graphical ways when creating a campaign. However, it’s most functional use is as a visual overlay to differentiate your messaging and content from imagery within your touchpoints.
Use a white overlay for all product-agnostic and product-specific campaigns, except for Media and Entertainment campaigns.
Our charcoal gray overlay should ONLY be used for Media and Entertainment product-specific campaigns.
Messaging is a key ingredient to a successful campaign. Make sure what you say and how you say it reflects our brand tone and voice.
Selecting compelling imagery for your campaign is a crucial step in attempting to capture your audience’s attention. But what type of imagery works best? Focus on impact. A strong image should reinforce a strong message, in a way that humanizes our brand and clarifies what we offer.
Animated web display banners have an exponentially higher click through rate compared to static banner ads. Here is some basic brand guidance when creating animated gif or html banners to tell your story.
Below are a few examples demonstrating how fixed and flexible elements come together to create campaign touchpoints.