Boston Dynamics

Brand Identity
Boston Dynamics is an American robotics research and design company known for its high-performance and high-mobility robots. They focus on developing robots that can go where people can go - their legged designs are inspired by nature. Their robots aid humans in industrial, commercial and research settings.  Their mission is to design a future that changes the way we think about robots and mobility.

This rebrand is inspired by the personalities of Boston Dynamic’s robots that set them aside from other robotics companies. Focusing on the human qualities of the robots, the brand is shifted into something more approachable, bold, and contemporary. Bright colors and illustrations bring out human qualities that exist alongside the mechanical, becoming central to creating a confident and unique voice that sets Boston Dynamics apart as an industry leader.
Individual project;
Research, Concept, Development


01 Logo

The logo is inspired by modularity and the idea of building blocks and modularity. This is akin to Boston Dynamics building upon its legacy robots to create better robots who fit into roles that aid people and enhance operations. The logo is inspired by diamond plates reminiscent of industrial settings.

+ Tenacious
+ Modular
+ Confident
+ Trustworthy

02 Illustrations
Illustrations make a big part of the branding visuals. The visual style adds a human touch to the mechanical quality of the robots while mixing it with organic shapes. The same approach can be applied to photography.
A secondary style of illustration depicts the robots to be more true-to-form. Handdrawn illustrations give the same human quality as opposed to a more rigid wireframe render of the robots. These act as assets for the brand as well.

03 Website
The website features Boston Dynamics’ robots and the resources and support that the company offers to its customers. Each robot has a dedicated page that details its features.

04 Promotional posters
These posters are designed to promote a hypothetical event at the Boston Convention and Exhibition Center. The event is built around featuring Boston Dynamics’ robots, its past and its future.

Advertising on the  Massachusetts Bay Transportation Authority ‘s Red Line, which stops near the convention center, provide an experience where people can “walk with Spot”  and gets people excited to attend the event. Moreover, creative advertising that make use of the cityscape promotes the dynamic nature of the robots.

05 Event
The hypothetical event features signage that follows the same brand. It can be seen on the outside of the venue, inside as a screen that informs people of upcoming programs, navigation signage, and visuals for keynote speakers.

An interactive wall showcases Boston Robotics’  past and current robots and provides more details as they walk past.

06 Office environment
The office is designed to involve Boston Dynamics’ employees in its core values. It also shows guests and potential business partners insight into the company’s attitude and its unique, modern approach to robotics.

A stationery set allows the branding to accompany any correspondence the company makes.



© Amanda Oesef 2020