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    • Our persona
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    • Our brand voice
    • Principles in practice
    • Voice mechanics
    • Vocabulary
    • Voice in action: examples
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  • Brand system
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  • Brand in action
    • Branded merchandise
    • Campaigns
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  • Campaigns
    • Campaigns
    • Campaign framework
    • Fixed elements
    • Flexible elements
    • Campaign examples
    • Campaign resources
  • Digital experiences
  • Events
  • Video

Campaigns

Our audience is exposed to Autodesk through many different touchpoints and experiences, campaign content being among the most visible. Campaigns have a unique responsibility to build brand recognition and establish trust with our audience—some of whom will be learning about Autodesk for the first time.

Regardless of your campaign initiative (corporate, industry, or product) or its stage in the customer journey, lead with the Autodesk parent brand. We want to look, sound, and feel unified as one Autodesk.

Example of an Autodesk banner with text saying Dreams really do come true. You just have to render with a CGI cartoon of an ape and a man

Campaign framework

Each campaign touch point 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. Together, they build equity in the Autodesk brand while ensuring a campaign’s individual goals are met.

A campaign image with directions for text positions

Fixed elements

Fixed elements are visual in nature. They should be easily recognizable across all touch points. Their presence is persistent, unchanging over time, and should be used consistently. They include:

an image of a building with Autodesk branding at the bottom
Autodesk logo

In ads, the logo should always be staged within the black bar, in a consistent position. Templates are available on the DAM (access required). For additional information on the Autodesk logo, see Autodesk logo.

Three images showcasing the position of where the Autodesk logos should sit
Black bar

The black bar is consistently anchored in size and position across the various banner sizes to maintain continuity and parent brand recognition from one touch point to the next.

CTA button design

The button should be placed near the headline and subhead, to associate them with the call to action. It should not obscure any part of the image

Typography

Artifakt should be the only typeface used—regardless of the kind of campaign you’re creating. It comes in two collections: Legend and Element. Legend Extra Bold is used for headlines and Element Bold is used for subheads and CTAs. For additional information, see Typography.

Flexible elements

Flexible elements are designed specifically to be adaptable to meet the needs of different contexts and audiences.

Messaging

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.

Tip: When creating product ads, include the product name in the headline when possible.

CGI image of an ape
Imagery

Compelling imagery captures your audience’s attention. Choose a single, impactful image to help reinforce your message in a way that humanizes our brand and clarifies what we offer. Choose images that can be used full-bleed and ones that provide good contrast for typography layered over them. See Photography for more.

Campaign examples

AEC display ads

Different shapes of Autodesk branded banners

Social media ads

Autodesk social media ad examples superimposed on a mobile phone

M&E email

Autodesk campaign example of an email superimposed on a laptop

Subscription display ads

Audodesk examples of web banner ads with branding

M&E product display ads

Autodesk branded examples of web banner ads

Campaign resources

Here is a list of additional resources and guidance for a successful campaign.

  • Expanded guidance for marketers, based on the customer lifecycle (access required)
  • Banner ad templates (access required)
  • Brand voice
  • Brand system
  • Work with Brand  (access required)
  • Autodesk DAM (access required)
  • Ask Brand on Employee Hub (access required)
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