In order to reinvigorate the brand, they challenged our design team to create a “smart symbol” logo. While designing the smart symbol, it became clear that iRobot should seize the opportunity to update the whole wordmark. iRobot chose to invest in updating the entire master brand to modernize and align the global brand under the new smart symbol.
“The most powerful mark we have today is Roomba”
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.
Our team presented the client with a spectrum of symbol explorations, with iRobot choosing to pursue an evolution of the brand, which modernized the identity’s original visual equity of the “iR.”