Clairoux Studio’s identity for Acquiso captures the company’s expansive business with clarity

Located in Canada, Acquiso specialises in assisting businesses in the construction, transport, manufacturing, and snow-removal fields with the acquisition of commercial equipment. They combine the benefits of an online dealership and financing brokerage service to offer a diverse inventory of new and used equipment, along with favourable financing options.

To mark its launch, Acquiso collaborated with Montréal-based designer and art director Philippe Clairoux – Founder of Clairoux Studio – who created a bright, timeless and type-forward identity, designed to reflect the expertise and simplicity that the company brings to the industry.

Chosen for its links to the construction, transportation, and manufacturing sector, a vibrant orange is not only the focal point of the colour palette, but the identity itself. This, notes Clairoux, is paired with a deep and dark blue-green that “fosters confidence for an innovative start-up making its mark in the industry.”

To compliment these bold hues without overpowering the visual language, Clairoux opted for Familjen STHLM AB’s Familjen Grotesk as the brand’s typeface. “This sans serif typeface, which was a perfect fit for the visual identity of Acquiso, radiates a modern essence,” he tells us. “Crafted to effectively address the multifaceted requirements encompassing textual experiences and display applications, Familjen Grotesk stands as a testament to the brand’s commitment to both aesthetics and functionality.”

Sitting alongside a crisp new wordmark, the new logo aims to articulate Acquiso’s central mission of fostering connection between buyers and sellers. This was “meticulously fashioned through the integration of two arrows oriented towards one another,” the designer explains. “Additionally, the fluid contours of these shapes adeptly symbolise the growth prospects that Acquiso extends within the realm of industrial equipment financing.”

Clairoux Studio