The Atlas brand
Healthcare data, connected - the whole identity says one thing. Use these assets freely when writing about Atlas; don't imply endorsement.
The mark
The Tiled Lens: two records overlap on the dark tile, and where they meet, the light comes through. Insight lives at the intersection - that is the whole company in one shape.
Atlas by Auro
SVG source: view-source on /favicon.svg. Clear space: one node-width on all sides. Don't recolor, rotate, or add effects.
Palette - Porcelain & Teal
Typography
Serif display for headlines (Iowan Old Style / Palatino stack) - authority without coldness. System sans for everything else - data first, decoration never.
Voice
- Reference-grade: every number from the record; every limit stated plainly.
- Plain English: "half decided within 153 days" beats "median TTD".
- Honest to a fault: we say when a competitor is the better choice, and it converts better than pretending.
Naming
Atlas by Auro is the company; Atlas FDA and Atlas Trials are products. First mention: "Atlas by Auro"; after: "Atlas". An Auro Management company.