Fill in the gaps…

Our brand identity can be seen to reference programming code, layers of information, files, databases, frameworks, server data or even the multiple lines of multi-parameter ICU patient monitor, but it mainly alludes to a place where data is kept and asks the viewer to ‘fill in’ the missing information. The viewer can clearly read the acronym ACOR, but if they consider the logo for a while, they will gradually realise that the missing letters make up the whole alphabet, i.e. if they fill in the missing bits of information they make it whole. Our database is about collating information and creating order, so the logo is visual invitation to help complete the ACOR picture.