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IMAGE
MATTERS
Out with the old
For more than three decades, Autodesk has pushed the possibilities of what it means to create, and helped our customers exploit the opportunities found in what’s new and what’s next. Now, we’re ushering in an era of advanced design that will change everything. And yet, we’re still seen by too many as “the AutoCAD company.” Because, for years, our products were our identity.
While a superior product experience will always be crucial, things are changing. We’re reaching new markets and new audiences, and transforming how our products are delivered and used.
In with the new
In this new era, great product won’t be enough. We need a great brand too. Autodesk itself must become our “flagship product.” It must be distinctive, meaningful, and yes…lovable (there, we said it). Because when it comes to differentiation, demand, and loyalty, emotions matter (and there’s plenty of research to prove it). So let’s all get in touch with our inner brand, shall we?
In with the new
In this new era, great product won’t be enough. We need a great brand too. Autodesk itself must become our “flagship product.” It must be distinctive, meaningful, and yes…lovable (there, we said it). Because when it comes to differentiation, demand, and loyalty, emotions matter (and there’s plenty of research to prove it). So let’s all get in touch with our inner brand, shall we?
BUILDING
A BRAND
What exactly is a brand?
It’s not a logo. Or a name. Or a color.
A brand is what people feel, think, and say about a product or company.
Building that brand is all about telling a story. People love stories because they ignite emotion, and emotion leads to deeper bonds and loyalty. We can’t control what people think about us. But we can shape the story and focus on what we want people to remember. So let’s make it memorable. Let’s make it easier to understand us. To be inspired by what we stand for. Tell the story that only Autodesk can, and there’s no way they’ll forget.
The Jungle Book. Image courtesy of MPC. ©2016 Disney Enterprises, Inc.
OUR STORY
TOLD THREE WAYS
Image courtesy of Sérgio Merêces
The long-ish version
Our story is about human ingenuity and the drive to improve the reality around us. And that reality is radically changing. Thanks to new technologies, the way things are designed, made, and used is being profoundly altered.
Offering the most comprehensive portfolio of design, engineering, and fabrication software; cross-industry insights; and communities of dreamers, creatives, and innovators, Autodesk will do what only we can in this new era—bring it all together.
Here’s our story in
three sentences
We make software for people who make things.
If you’ve ever driven a high-performance car, admired a towering skyscraper, used a smartphone, or watched a great film, chances are you’ve experienced what millions of Autodesk customers are doing with our software. With Autodesk, you have the power to make anything.
Our story is also available in many languages (access required)
Here’s our story in
three sentences
We make software for people who make things. If you’ve ever driven a high-performance car, admired a towering skyscraper, used a smartphone, or watched a great film, chances are you’ve experienced what millions of Autodesk customers are doing with our software. With Autodesk, you have the power to make anything.
And when all you’ve got is two words
That's our tagline. It’s the core of what we believe—that anyone can make literally anything they imagine when equipped with the right tools.
Story + personality =
why you’d want to talk
to us at a cocktail party
Autodesk attributes
A company is just like a person…it has a personality. Its story must be told in a way that reflects that personality.
The following attributes capture our unique persona. Use them as guidance in creating more memorable and coherent Autodesk experiences. Remember, they’re meant to guide you, not to be used verbatim in external communications.
NOW
GO FORTH
Tell our story
We hope these ideas will help you better express the Autodesk difference, make our personality shine, and yet still provide you with the creative flexibility to leave your mark on the memorable Autodesk experiences you create.
Now get out there and tell our story. And always remember: You are Autodesk.
Get started
For more details on how to use each of our brand elements to create a consistent and engaging Autodesk story, visit the Brand Elements section.
Browse the do’s and don’ts, the will’s and won’ts in our Brand Experiences section to help you create meaningful, distinctive, and relevant experiences across customer touchpoints.
If you are creating a website, visit our Web Standards section for assistance on creating content, including UI components and editorial style.
Need more information? Check out our Resources section for contacts and helpful links.
