Endurance made easy at the edge – a quietly powerful identity for a new era of durational AI.

Insight:

• We are entering a new age of autonomy, in which autonomous devices need to perceive,
  decide and act for longer – without demanding more power or complexity.
• Device duration is emerging as the critical metric, shifting focus from peak performance
  to real-world behaviour and predictability.
• As a deep-tech, brain-inspired hardware company, Durance needed to feel both technically credible and refreshingly human.

Idea:

• A clear, compelling proposition: “Endurance made easy at the edge.”
• Positioning Durance as enabling AI that is awake when needed, asleep when not –
  efficient, seamless and built for real-world deployment.
• Framing the technology around a new Durational Quotient (DQ) metric.
• Creating a brand voice that is calm, measured and quietly confident – leading with ease,
  backed by intelligence.

Identity:

• A structured yet softened wordmark, shaped by gentle stencil breaks and inspired by the perpetual flow of the Durance river in France, as a nod to the company’s French origins.
• Eddy – our distinctive robot symbol expressing perception and friendly intelligence.
• A rounded typographic system that mirrors the logo and adds accessibility to the
  technical category.
• A restrained palette of warm greys with vivid accents signalling “on”, energy and activation.
• A proprietary liquid visual treatment, expressing flow, refraction and enduring motion.

Implementation:

• Naming: brand, hardware and technology stack
• A scalable design system for web, social and product communications –
  spacious, uncluttered and contemporary
• Motion design and animation
• Brand assets and templates ready for launch and growth