Our brand principles We believe these five brand principles capture the ambition and idealism of Autodesk while reflecting our unique personality. Confident We love challenges because there’s always a solution. You just have to stare at the problem and put in the work. It’s not cockiness. It’s confidence. Optimistic We see every problem as a chance to find an unprecedented, groundbreaking solution. Problems are our partners in the process. Accessible We’re anti-jargon. If there’s a simple, gettable way to say something, that’s how we’ll say it. We prove our credibility by what we do. Curious We’re anything but rule-bound. If there’s a way things “have to” be done, we have to wonder if that thinking is outdated. Human This stuff isn’t academic. It’s about making real change in the real lives of people, connecting in powerful new ways to find powerful new ways of making change.