Cobot Brand System
Humanising robotics: designing for trust and adoption at scale
Cobot was founded by Brad Porter, formerly VP of Robotics at Amazon, to build robots that work safely alongside people. Ahead of their Series A, More Air was asked to build the brand foundations and visual system that would turn complex robotics and AI into a product people could trust.
A system that embodies Cobot’s core values
Cobot needed a brand system that embodies their core tenets: Trustworthy, Adaptable, and Useful. Our objective was to create a cohesive visual identity that aligns with these principles and their core values which are Listen, Trust, Contribute, Empower, and Reflect. We developed a modern logo that symbolises the synergy and trust between humans and robots, alongside vibrant, dynamic colours balanced with neutral tones, that convey adaptability and trustworthiness.
The interaction between human and robot
We developed a design language that balances industrial-grade precision with human-centric accessibility. This ensured Cobot's technology felt safe and intuitive across high-stakes environments, from healthcare to global logistics hubs.
Developing a memorable brand presence
With a combination of precise and minimal design, we wanted to capture the essence of advanced technology and forward-thinking, while implementing a unified visual language that will work flexibly across all platforms. We conducted a comprehensive analysis of the robotics industry and market trends, and closely collaborated with Cobot with multiple rounds of refinement to incorporate feedback and ensure alignment with their core values.
Launched with the funding, then the robot
The new brand and the website we built went live with Cobot’s Series A announcement in 2023. Cobot then applied the brand to their own hardware, working from the brand book we created. When they unveiled Proxie, their first robot, in November 2024, after a $100M Series B, we extended the site for the launch, timed to the press coverage.
“More Air's exceptional service in branding and website development significantly enhanced our online presence, crucial for our successful Series A announcement.”
Brad Porter
Founder & CEO, Cobot
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