What can we do to ensure that our brand reflects where we are today, the history that got us here, and the future we’re trying to build?
Our creative team sat down nearly a year ago to answer this question.
After a comprehensive internal review that brought together perspectives from every corner of our organization, from the founders who started it all to the people building, shipping, and supporting our products every day, we knew we had to rebuild our identity so that it could reflect the incredible innovation we bring into the world.
Our goal was to craft a brand that represents the team committed to lead the adoption of humanoids everywhere.
Who are we?
We started by identifying the core characteristics that define our team and the work we do. They are:
- Craft and expertise
- Hardwork and durability
- Levity and candor
- Responsibility and ethics
We are the truth tellers in a field riddled with overpromising and drastic misrepresentations. We do this by always remaining honest with the state of our innovation, and only releasing our technology when our partners can truly rely on it. Pulling these essential qualities to the fore helped us recognize what had been fueling our company all along.
Our engineering research started over a decade ago in an academic context, but today we are driving the future of industrial automation. We remain the only company with a humanoid deployed in real industrial settings for over three years. A track record that speaks for itself and experience that has kept us on our timeline of delivering the first cooperatively safe humanoid in 2026.
What is our purpose?
We are far past building this technology for the academy. It must be useful. It must be helpful. It must be transformative.
With these mandates in mind, our purpose became clear: redefine labor.
We create solutions that help with the hardest, most repetitive, most dangerous work. Wherever we find it. That means from facility floors to your own front door.
How should we change?
As we found clarity in our identity and our purpose, precepts that had always been true but needed clearer articulation, we also asked what might need to change. The first answer was our name.
Agility Robotics is now Agility.
Our new name gives us flexibility as the robotics landscape rapidly evolves. It allows space for us to grow as we explore new use cases, services, and industries.
How should we show up in the world?
With core attributes in mind and a clearly framed purpose, it was time to bring them to life. We constructed a visual and verbal identity that we can stand behind today, and that will serve us for years to come.
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The symbol and wordmark that comprise our new logo are inspired by the hardware and software that Agility designs and builds. The logo communicates many of our fundamental traits, most critically: motion, innovation, progress, reliability, and durability. Our identity in one symbol.
For our website and other visual communications, we created a framework to establish an unmistakable signature. Our still and video content showcase our technology doing real work, in real contexts. This elevates the hardworking utility of what we make and demonstrates that these aren’t just experiments – they are advancements applicable to our everyday lives. Instead of an overly polished utopian vision, we emphasize a wear-and-tear reality.
As we crafted a new verbal identity to better capture Agility’s spirit, we boiled down years of communications to their most elemental components. Movement. Service. Lineage. Capacity. Potential. These guiding pillars allow us to help people see a future enhanced by humanoids, and how they personally thrive within it. The language we use is plain, direct, and honest.
The result.
A brand that inspires customers and partners. One that embodies a future-looking innovative vision beyond current products, prototypes, and demos. A brand that positions us at the forefront of a movement.
Agility is where the future is being made.
What will you build with us?
