Development of Branding and Identity for Agrarian Startup HOROS.Tech Share: Solar Digital Score Awaiting client review n/a Date Published 28 November 2018 Reading Time 2-Minute Read We have developed a logo based on available associations to underline the use of machine learning on drones to collect data from a particular area. Branding and Identity for Horos.Tech About the Project HOROS.Tech is a startup that solves business problems using machine learning technologies for the agricultural and heavy industries. The HOROS team won the creation of the logo and corporate identity on the pre-New Year SOLAR Digital contest. We chose the most “useful” startup from all applicants and released a work worth of high awards. Solution We started our work with a competitors analysis. Who are those who make the world more technological? As it turned out, most of the logos are fonts and very boring, outdated and trite. The HOROS team had the same fear: the logo will turn out exactly the same because it is difficult to come up with something better. However, we took this statement as a challenge and continued to work. We worked based on the following associations: a startup from Ukraine, the name associated with the ancient Greek god of fertility — Horos, the usage of machine learning on drones to collect data for the particular area. We made a parallel: any data collection is the storage and processing of information on a physical medium (USB flash drive, SIM card). This is how the microchip image appeared. We developed it, supplemented it with neon colors – just the one from the old and beloved film “The Matrix”. The final touch was to place the perfect logo on the non-ideal quadcopter shape and brand it, as the most important element. We worked with associations and got to the point.