Background to the brand name:
Aerium is Latin for ‘airborne, flying in the air, towering, and blue sky’ and we have adopted this as part of our brand name proposition as it aligns with one of our goals to partner with and support researchers from around the globe to take off, soar and reach new heights in avian research. It ties in perfectly with our product line theme name of “Flight” tags designed specifically for the avian market. It’s not a common or well-known name on its own, hence creating a point of difference immediately, one of mystic and desire to find out more…
The telemetry component has its origins in Greek (tele) and is a familiar term associating us with the market we compete in, of smart devices that monitor, measure, record and transmit data to an end user. The combination of the two words, one of Latin origins, the latter Greek, one slightly unknown but rolls off the tongue, the other familiar and common in the industry connects us to wildlife tracking yet differentiates us from any other competitor name in the market.
-The design must be simple, clean, timeless and easy to remember and draw.
-Aerium to have a capital A, the rest lower case, telemetry to all be in lower case. The real emphasis of the brand must be on Aerium, the word telemetry must be very subtle or understated.
-Prefer more-or-less square-ish or roundish type design than rectangular.
-As these products will be for avian applications, explore more slender, “lighter” text fonts that speak of flying or being airborne as opposed to heavy, dense fonts which don’t look like they could take off.