The many challenges facing the world right now call for radical new ways of making-with fewer resources, with less waste, with fewer boundaries between roles and industries, with more people and perspectives. From this evaluation, it became clear that Autodesk’s tone of voice was getting lost in a sea of sameness and the identity needed a strong parent-led brand that complemented a tight and scalable product system. The team at Wieden+Kennedy started by conducting Autodesk stakeholder interviews, gathering data and pain points, as well as conducting a comprehensive analysis of their existing brand architecture.

Wieden+Kennedy was approached by Autodesk to strategically update the brand with a new position and reconcile its 100-plus products under a distinct and recognizable parent brand. As Autodesk continues to grow rapidly and evolve for a changing world, there was a growing awareness that although Autodesk products are popular and successful, users were unaware of its larger product offerings, and most importantly, the Autodesk brand itself. For nearly 40 years, Autodesk has been an industry leader in CAD technology and various software products that service the architecture, engineering, construction, manufacturing, product design, fabrication, and entertainment industries.

Autodesk maya new logo