Aros Technologies: a brand identity built for eco-design
Florent Dabernat
February 26, 2026
2 min read
In this article
AROS Technologies designs and manages web infrastructure. A technical trade, often invisible to the general public, that needed an identity able to make that expertise legible without betraying it with overly generic codes.
The brief: structuring a still-blurry image
I was brought on to create the entire visual identity of Aros Technologies and everything that comes with it. The goal was to structure the brand and the legibility of its offer through a clear art direction, consistent with its sector: web infrastructure, a field where technical trust matters as much as image.
The project combines branding, web design and user experience to support the company's credibility, with a strategic approach designed to turn brand image into a genuine growth lever.
A custom typeface and a modular logo
The heart of the project rests on a modular logotype paired with a custom typeface, rounded out with motion design and print materials. This distinctive typographic approach lets the brand differentiate itself durably, without relying on a stock font any competitor could use.
On the UX/UI side, the site was designed mobile first, with a generative design and eco-design dimension built into the structure from the start: a deliberate choice from the client, beyond the initial request.
A technical identity doesn't have to be cold. Generative design and eco-design made it possible to visibly embed, in the very form of the brand, a value the client cared about defending.
Florent is efficient, straightforward and always positive. He was persistent about bringing an eco-responsible approach into the project once he heard my brief.
Client testimonial, Aros Technologies
The results
With the creation of a custom typeface, Aros Technologies' brand identity became consistent with its sector while staying disruptive thanks to generative design and eco-design. A positioning that clearly sets the company apart in a market where identities often look very similar.
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Frequently asked questions
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Why create a custom typeface instead of using an existing font?
- A custom typeface becomes a brand asset in its own right: it can't be reused by a competitor and strengthens visual recognition over the long run, at the cost of a higher upfront investment.
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Does eco-design actually have an impact on a website?
- Yes: it reduces page weight, optimizes assets and limits unnecessary requests, which improves both the environmental footprint and loading performance, and therefore the user experience.
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What does generative design actually mean?
- It's an approach where certain visual elements (patterns, variations) are produced through rules and parameters rather than drawn one by one, allowing an identity that varies while staying consistent.