Brand Identity
Automation
Automation Factory
Brand Identity for Unilever's automation unit
THE CONTEXT
Automation Factory, part of Unilever, enables intelligent automation at scale.
They needed a brand identity that would feel approachable, while still signaling efficiency and intelligence.
THE CHALLENGE
Automation can often feel cold, complex, or intimidating.
The earlier identity leaned too heavily on technical cues and lacked warmth.
We had to humanize the idea of automation.
Making it something people could relate to, trust, and even enjoy.
THE BIG IDEA
To humanize automation, we introduced a mascot.
By combining the brand’s initial A with the silhouette of a bot, we created a happy, minimal character.
This simple shift makes automation feel approachable, warm, and human.
The concept behind the logo
THE LOGO
In the negative space of the brand’s initial, 'A', lives the robot mascot.
By simply changing its eyes, the bot can express a wide range of emotions.
This adds personality and warmth to the brand.
The logo houses a "bot" in the negative space
