Because Studio Automated approaches things differently, we came up with two ways to set them apart from the competition: we developed the brand in ‘darkmode’, to emphasize the fact that they put in the effort without the flashy suits. Also the gold accent color symbolizes their adherence to "the golden standard" in terms of both people and technology. In addition, the color also makes reference to an Olympic gold medal. To match the clear, uncomplicated ethos, we picked a plain serif font.