Aruki brand identity

Cities serve people, and the best cities can be navigated on foot. Planning a liveable city means planning for human movement. But humans are inherently unpredictable; as we move around we get distracted, or change our minds, or take inefficient routes. Aruki, developed by University of Melbourne experts, is a sophisticated foot traffic simulation, modeling and analysis tool that simulates not just how people move, but also how they think.

Aruki uses machine learning to simulate what people see, hear, and read – and the subsequent decisions they make - as they move around a building or city. This level of real-world insight promises superior planning capabilities for improved crowd management and more efficient people-flow. Keeping spectators safe during major sporting events. Driving more foot traffic to retail sites. Preventing overcrowding at transit hubs.

The logo takes inspiration from a combination of the letter ‘A’ and walking figures. The pattern illustrates a crowd of people moving together and interacting with data.