BRAND IDENTITY

iRobot

Reinvigorating a Global
Home Electronics Brand

In 2016, as iRobot prepared to launch an updated Roomba, they approached our design team to design a “smart symbol”, with the intent that the new mark would be positioned as the primary identity over the next 5 years.

In 2016, as iRobot prepared to launch an updated Roomba, they approached our design team to design
a “smart symbol”, with the intent that the new mark would be positioned as the primary identity over the
next 5 years.

In 2016, as iRobot prepared to launch an updated Roomba, they approached our design team to design a “smart symbol”, with the intent that the new mark would be positioned as the primary identity over the next 5 years.

"The Most Powerful
Mark We Have Today
Is Roomba”

- STAKEHOLDER

"The Most Powerful
Mark We Have Today
Is Roomba”

- STAKEHOLDER

"The Most Powerful
Mark We Have Today
Is Roomba”

- STAKEHOLDER

"The Most Powerful
Mark We Have Today
Is Roomba”

- STAKEHOLDER

A primary pain-point for the brand was lack of brand perception across international markets. iRobot’s recognition and equity was being overpowered by its best-known product, Roomba.

A primary pain-point for the brand was lack of brand perception across international markets.

iRobot’s recognition and equity was being overpowered by its best-known product, Roomba.

A primary pain-point for the brand was lack of brand perception across international markets.

iRobot’s recognition and equity was being overpowered by its best-known product, Roomba.

A primary pain-point for the brand was lack of brand perception across international markets.

iRobot’s recognition was being overpowered by its best-known product, Roomba.

A primary pain-point for the brand
was lack of brand perception across
international markets.

iRobot’s recognition and equity was
being overpowered by its best-known
product, Roomba.

Technology in Service
to Humanity

The Design Challenge:
Refreshing the Experience

Technology in Service to Humanity

iRobot’s clear point of differentiation and positioning is the intersection of technology and humanity; it illustrates a deep commitment to connecting people with products that make enjoying life a little easier.

iRobot’s clear point of differentiation
and positioning is the intersection of
technology and humanity; it illustrates a
deep commitment to connecting people
with products that make enjoying
life a little easier.

"Better Together"

Our team presented the client with a spectrum of symbol explorations, with iRobot choosing to pursue an evolution of the brand, which modernized the wordmark’s core visual equity of the “iR.”

Our team presented the client with a spectrum of symbol explorations, with iRobot choosing to pursue an evolution of the brand, which modernized the wordmark’s core visual
equity of the “iR.”

Our team presented the client with a
spectrum of symbol explorations, with
iRobot choosing to pursue an evolution
of the brand, which modernized the
wordmark’s core visual equity of the “iR.”

Redrawing the Masterbrand

While designing the smart symbol, it became clear that a conversation should be had regarding the opportunity to update the whole wordmark.

Seizing the moment, iRobot chose to invest in updating the entire identity as a means of modernizing and aligning the global brand under the new symbol.

While designing the smart symbol, it became clear that a conversation should be had regarding the opportunity to update the whole wordmark.

Seizing the moment, iRobot chose to invest in updating the entire identity as a means of modernizing and aligning the global brand under the new symbol.

While designing the smart symbol, it became clear that a conversation should be had regarding the opportunity to update the whole wordmark.

Seizing the moment, iRobot chose to invest in
updating the entire identity as a means of modernizing and aligning the global brand under the new symbol.

While designing the smart symbol, it became clear that a conversation should be had regarding the opportunity to update the whole wordmark.

Seizing the moment, iRobot chose to invest in updating the entire identity as a means of modernizing and aligning the global brand under the new symbol.