Building a Modular and Innovative Identity for Apto

Context

I worked on Apto’s identity while redefining how modular computing is perceived. Apto allows users to assemble PCs tailored to their needs—whether for creativity, work, or portability. The goal was to design an adaptable, premium identity that appealed to both tech enthusiasts and everyday users, communicating innovation and flexibility without feeling overly technical.

Research and Inspiration

‍The visual identity drew inspiration from:

• The simplicity of modular systems, emphasizing clean lines and interchangeable elements.
• Contrasting aesthetics: Combining bold colors with minimalist black to reflect both functionality and creativity.

The precision and elegance of industrial design, aligning with the quality of Apto's products.

Logo

The Apto logo is designed as a pixel-grid square, symbolizing technology and modularity. Breaks in the top-left and bottom-right corners highlight flexibility and adaptability, while the red-blue duality represents a balance between performance and practicality. A central green square provides contrast, symbolizing innovation and referencing a motherboard, essential to the modular design.

Colors

The black background conveys a premium and sophisticated aesthetic, emphasizing the brand's cutting-edge positioning. It creates a striking contrast with the vibrant red, blue, green, and purple palette, which highlights the playful and modular nature of the product. These colors ensure clear component differentiation while maintaining a cohesive and modern identity. Variations in each color add depth and elegance to the visual guidelines.