Design principles

Our five brand principles—confident, optimistic, accessible, curious, and human—reflect the unique personality of the Autodesk brand. They should be present not only in the stories we tell but in everything we design. Embodying these principles in your design will help strengthen our relationships with customers and establish consistency across all Autodesk interactions.

Confident

woman with protective goggles looking confidently and directly at the camera

We’re relentless in our pursuit to find solutions. We demonstrate our expertise by showing the way forward through innovation and creative problem-solving.

Optimistic

Construction worker in protective clothing carrying a solar panel

We don’t ignore the challenges at hand; rather, we focus on the opportunities for better. We inspire with positive visions of the future, while still being grounded in humanity and reality.

Accessible

Two women in protective clothing on a construction site

We’re inclusive, not exclusive. We’re aspirational but not intimidating. We make the complex beautifully clear—in design and in language.

Curious

Woman wearing protective goggles looking at a miniature structure in a her hand

We see ourselves as we see our audience: as innovators. We spark their curiosity by showcasing new possibilities in their design and make processes.

Human

Man in overalls in a factory with a woman overseeing both wearing protective goggles

We are welcoming and empathetic. We celebrate human ingenuity and diverse views. We connect with people in an authentic way, delivering moments and experiences that feel real and genuine, not staged or contrived.