Gritt Brand System
Branding a construction super-intelligence
Founded by robotics veterans from CMU, MIT, Tesla, and Skydio, Gritt is building physical AI to automate construction work on outdoor sites at infrastructure scale. More Air was tasked with creating the brand foundations and visual system to introduce the company to the world. We delivered a full identity across symbol, logo, typography, colour, and iconography, designed to function as one system on hardware, on screen, and in the field.
A wordmark engineered for construction
The wordmark is a custom typeface, with 60-degree cuts. The angles tie back to the hexagonal symbol (see below) and echo the precision of cut steel and engineered hardware. The result is geometric, uniform in cap-height, and functional at every scale, from a robot chassis plate to a navigation bar.
A symbol that holds at every size and surface
The symbol reads as a hexagonal G, with a smaller hexagonal counter floating in the upper right. The form references engineering hardware, machine precision, and the geometry that runs through every other element of the system. Its flat construction holds equally well on a dark hero, a light card, an ivory tonal background, or as an overlay on imagery from the work itself.
Brand lockups built for every context
Symbol and wordmark were designed to work together or apart. The stacked lockup leads on product surfaces and app icons, the horizontal lockup serves digital headers, and the symbol stands alone for hardware engraving, social avatars, and anywhere the full mark would crowd. Each variant has defined clearspace and grid rules, so the system stays consistent at every scale.
An icon set tuned to the conditions
We designed a custom icon set built on the same hexagonal logic as the symbol, with sharp 60-degree edges and a yellow accent drawn from high-visibility safety equipment. The icons describe Gritt's operational capabilities, from accuracy and speed through to adaptability and scale, in a visual language that reads cleanly at any size.
A brandbook designed to be referenced and used
The complete identity is documented in a brandbook covering logo, symbol, typography, colour, grey tones, hierarchy, iconography, and applications. It is structured for daily use, with clear rules, worked examples, and edge cases, so internal teams and external partners can apply the brand confidently as Gritt scales beyond its founding team.
Symbol explorations before locking direction
Before settling on the final mark, we explored a wide range of geometric directions for the G: angled hexagons, divided circles, isometric line forms, and compact stencilled cuts. Each direction was tested for legibility at scale, distinctiveness in the robotics category, and resilience across applications. The chosen route was the one that held all three.
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