iRobot

In 2016, as iRobot prepared to launch an updated 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.

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.

Strategy

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.

Identity

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.”