--- title: Aura Brand Refresh – To Build Trust That Lasts for Generations description: Over the past 12 months you may have noticed the Aura Group brand has been evolving. --- [Aura Group | News and Insights ](https://www.aura.co/news-and-insights) # [Aura Brand Refresh – To Build Trust That Lasts for Generations](https://www.aura.co/news-and-insights/aura-brand-refresh-to-build-trust-that-lasts-for-generations) Written by [Amy Hunt](https://www.aura.co/news-and-insights/author/amy-huntaura-co) | May 28, 2021 4:27:00 AM Over the past 12 months you may have noticed the Aura Group brand has been evolving. We started this journey because although the old branding had served us well in the last 12 years, Aura Group has grown, and our business and client base has evolved. We wanted a brand refresh that was in line with our dynamic business and clients, and aimed for a simple, clean, and fresh look that aligns with our core business in the Alternative Investments space. The brand colours have migrated from a burgundy red and shades of grey to navy blue and a pop of teal. While we have changed the logo font, the abacus is still the focal point of our logo. It has stayed an integral part of our brand as it still represents our business and the measured way in which we approach investing. Even though we look a little different and are starting this new chapter, rest assured, our core values and purpose have not changed. We are committed to helping entrepreneurs, families, individuals and institutions build their wealth over generations.  We’re not just changing on the outside, our technology is growing smarter and faster every day, with the aim to be more efficient and better serve and provide value and intelligent data to our clients.  We’re laying the foundations for our digital transformation. It’s currently behind the scenes, however, we look forward to sharing a new platform with you later this year and hearing how we can continue to evolve it. We’re on a mission to deliver a more delightful experience for our clients from providing streamlined onboarding, investment dashboards with better ease of access to our investment menu and unique content. With our brand refresh, digital transformation, and core focus on the alternatives investments category, this marks a meaningful and positive milestone for our business as it sets up for its next phase of growth. If you haven’t seen our brand refresh, we invite you to take a look around our site and [share your thoughts.](mailto:marketing@aura.co?subject=Brand%20Refresh) Important information This information is for accredited, qualified, institutional, wholesale or sophisticated investors only and is provided by Aura Group and related entities and is only for information and general news purposes. It does not constitute an offer or invitation of any sort in any jurisdiction. Moreover, the information in this document will not affect Aura Group’s investment strategy for any funds in any way. The information and opinions in this document have been derived from or reached from sources believed in good faith to be reliable but have not been independently verified. Aura Group makes no guarantee, representation or warranty, express or implied, and accepts no responsibility or liability for the accuracy or completeness of this information. No reliance should be placed on any assumptions, forecasts, projections, estimates or prospects contained within this document. You should not construe any such information or any material, as legal, tax, investment, financial, or other advice. This information is intended for distribution only in those jurisdictions and to those persons where and to whom it may be lawfully distributed. All information is of a general nature and does not address the personal circumstances of any particular individual or entity. The views and opinions expressed in this material are those of the author as of the date indicated and any such views are subject to change at any time based upon market or other conditions. The information may contain certain statements deemed to be forward-looking statements, including statements that address results or developments that Aura expects or anticipates may occur in the future. Any such statements are not guarantees of any future performance and actual results or developments may differ materially from those projected in the forward-looking statements. This information is for the use of only those persons to whom it is given. If you are not the intended recipient, you must not disclose, redistribute or use the information in any way. Aura Group subsidiaries issuing this information include Aura Group (Singapore) Pte Ltd (Registration No. 201537140R) which is regulated by the Monetary Authority of Singapore as a holder of a Capital Markets Services Licence, and Aura Capital Pty Ltd (ACN 143 700 887) Australian Financial Services Licence 366230 holder in Australia. 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