a⬟story, formerly Advantage Software Factory (ASF), was founded in 2000 and rebranded in 2020 to reflect its vision—infusing humanity into technology and embedding it in everything they do.
Industry
➝ Financial Services
Region
➝ Romania
Delivery
➝ Rebranding
➝ Naming
➝ Visual Identity
➝ Verbal Identity
➝ Brand Collaterals
➝ Web Design
Team
➝ Paul Vîrlan
➝ Ștefana Gabor-Stoica
➝ Mihai Trandafirescu
➝ Cavel Jan
New name, same people
The brand name a⬟story is a contracted form of Advantage Software Factory, that was created to represent the company in a more human way. Being an acronym pronounced as two actual words, astory has the potential for creating a distinctive and relatable brand voice.
New logo, same people
The logo displays the structure and angularity of a custom-made type and the symbol of human perfection through the geometric form of a pentagon. All as visual representations in a digital world.
The design language follows the idea that the digital world can be reduced to one singular graphic element, the pixel. Here, the pixel has the shape of a pentagon.
The pentagon was replicated to create an entire grid structure for the letters of the name. The custom-made font is inspired by LED panels technology used in the beginnings.
Visual Identity
The visual identity is inspired by the idea of infusing humanity in technology and the constant relation between these two elements.
Typography
astory TXT is a font developed to be used for the visual identities of the company products.
Product Logo: Capone
Capone, an enterprise debt collection technology, enables collection entities to control, manage and automate the collection processes, delivering a wide range of functionalities and flexibility, with a surprisingly short implementation time.
The solution helps companies to improve the cash flow, while optimizing collection costs.
Iconography
Illustrations
Website
