Aufero’s logo design is centered around finding the most simple elements that convey a story. For instance, Kinemetrx is a company who’s product measure movement and athelete performance. This inspired the the red arrow that mimics both direction in the long-form logo and calipers and time in the icon. Another example is the Argo logo which was designed for a team that wanted to focus on working in unison. The arms of the A and R for a shape that mimics multiple rowers on a boat.