Robots With Eyes: Pentagram’s Dynamic Visual Identity Empowers Stereolabs’ Mission

Posted inBranding & Identity Design

Stereolabs, renowned for its cutting-edge cameras and software empowering autonomous robots, unveils a dynamic visual identity crafted by Pentagram. The company propels robotics beyond basic navigation to execute complex tasks by integrating stereo cameras seamlessly with AI-driven software.

Originally founded in Paris, Stereolabs emerged as an AI vision company with its sights set on equipping robots with human-like perception. With their cutting-edge cameras and software development kits (SDK), Stereolabs has empowered over 200,000 developers and 1,000 companies to harness the power of 3D vision in robotics.

However, despite their technological prowess and widespread adoption, Stereolabs found themselves constrained by an awareness issue. Their success in developing hardware, particularly the renowned ZED camera, led many to perceive them solely as a camera company, overshadowing their equally impressive software offerings.

Recognizing the need for a strategic rebranding, Stereolabs partnered with Pentagram to reshape its narrative. The focus shifted from being perceived as a mere provider of cameras to a visionary company offering comprehensive solutions for robotic perception. The new narrative emphasizes Stereolabs’ mission to empower robots with advanced perception capabilities, transcending the limitations of traditional robotics.

Pentagram crafted a dynamic visual identity integrating IRL and digital environments to complement this narrative shift. At the heart of this identity lies a multidimensional spark symbolizing the capture of vision in a digital context. This symbol is a unifying element across Stereolabs’ ecosystem, reinforcing the company’s commitment to precision and innovation.

Moreover, Pentagram developed a comprehensive modular diagram language to illustrate the simplicity and effectiveness of Stereolabs’ ecosystem. These diagrams highlight the ease with which developers can integrate Stereolabs’ hardware and software solutions, thereby unlocking the full potential of autonomous robots.

In addition to the visual identity, Pentagram meticulously designed a color palette and type system that align with Stereolabs’ positioning. Each element of the design system, from the technical icons to the choice of fonts, reflects Stereolabs’ dedication to precision and clarity in conveying complex information.

Key Highlights of Stereolabs’ New Visual Identity:

Dynamic Symbol: The multidimensional star-shaped symbol captures vision in a digital context, seamlessly transforming across various applications, showcasing Stereolabs’ commitment to intelligent robotics.

Modular Diagram Language: Designed to effectively communicate how Stereolabs’ product family can be configured into tailored solutions, illustrating the user-friendly and flexible nature of the ecosystem.

Technical Icons: Distinct icons convey the readiness and robustness of Stereolabs’ technology, serving as visual cues for key features.

Precision through Perception Design Language: Simple and direct visual design underpinned by a technical grid layer, emphasizing accuracy, reliability, and attention to detail.

Color Palette: Each hue in the palette aligns with the ‘eyes’ and ‘brains’ narrative, with Signal Green (SL-Lime) serving as the DNA of the Stereolabs brand.

Type System: Utilising Neubau’s NB Akademie™, a grotesque style with a mechanical tone, ensuring precision and clarity in conveying complex information.

The result of this collaboration is not merely a cosmetic makeover but a strategic realignment of Stereolabs’ brand identity. By conveying their role as both the “eyes” and “brain” of robotics, Stereolabs is poised to lead the next wave of innovation in autonomous systems.

With this new brand identity, Stereolabs is well-positioned to navigate the rapidly evolving landscape of robotics and continue pushing the boundaries of what is possible. As they embark on this exciting journey, Stereolabs reaffirms its commitment to shaping a future where robots possess unparalleled perception and intelligence.