AVEVA is a UK-based industrial software company headquartered in Cambridge, founded in 1967 as CADCentre and officially renamed AVEVA in 2001 [1]. The company’s visual identity centers on a typographic wordmark, with the brand name set in all capital letters and rendered in a deep purple color [2].
Design and History
The current AVEVA brand identity was developed following the company’s acquisition of Schneider Electric Software in early 2018, a merger that created one of the world’s largest industrial software organizations [3]. AVEVA partnered with the branding agency MAGNETIC to rebrand the unified software company, uniting legacy brands and products under a single banner [3].
Prior to this merger-driven rebrand, AVEVA deployed new branding in 2017 that revitalized the look and feel of its marketing collateral, with rollout support across 30 countries [4]. The 2017 refresh marked a significant shift in how the organization marketed itself [4].
The company’s history predates the AVEVA name by several decades. AVEVA launched in 1967 as CADCentre, pioneering computer-aided design (CAD) techniques for industrial innovation, and officially became AVEVA in 2001 [1]. The AVEVA name and logo are registered trademarks of AVEVA Group plc in the US and other countries [5].
Meaning and Symbolism
MAGNETIC’s design team studied the competitive landscape and color theory to identify a distinctive brand palette. Noting a predominance of red, blue, and green among software industry competitors, the team selected a deep purple as the primary brand color, chosen for its psychological association with wisdom, independence, and creativity, which aligned with AVEVA’s brand strategy [3].
The brand’s primary color is documented as a deep purple with the hex code #3D1152, identified by Brandfetch as “Scarlet Gum” [2]. The brand look and feel was designed to visualize the transformative power of data, showing how the impersonal and chaotic nature of data can be refined and structured [3].
Typography and Design
The AVEVA logo is a typographic wordmark with the brand name set in all capital letters [6]. The official website specifies that the header logo’s alt text should read “AVEVA” in all caps [6]. The wordmark functions without a supporting symbol, relying on the lettering and color to carry the brand identity.
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