aretee
brand identity
2024
branding for a strategic design and futures co-creation consultancy working with organizational leadership to create intentional and meaningful systems, services, spaces, and experiences.
drawing inspiration from the ancient Greek concept of "arete," meaning excellence or virtue, the Aretee brand combines sophisticated and contemporary design elements to create a sharp yet approachable visual identity. The logo features the wordmark "Aretee" in Arizona Serif, a high-contrast typeface with distinctive pointy serifs and dramatic stroke variations. Above the wordmark sits a bold horizontal bar, serving as both a pronunciation guide and a dynamic accent as a nod to the founder’s french canadian heritage.
Duochromatic imagery in a cool and refined pairing of lilac blue and light grey complements the bold and confident typography, further expressing the brand’s grounded and optimistic spirit.