Hugo technology – rebrand autonomous robot
Tools
Graphic design, branding, Figma, Photoshop, After Effects
My role
Designer
Duration
Dec-Jan 2023
Hugo Technology is a Gothenburg based company developing autonomous robots.
The company wanted a new branding. I created an entire visual identity in order for them to communicate what they stand for.
I also presented my design to the company.
The logo
Process
Primarily I wanted to understand the brand and point out what I wanted to reach. Starting off with a logo that reflects the brand, initiated the process. My take of the logo took of in my vision of creating something symmetric that matched the description and keywords given by the company. I also added my own interpretation and feeling of the brand and its values.
Font and colours
Project
For this project we were assigned to re-design the brand Hugo Technology. An autonomous robot company with the focus on delivery and last miles solutions. The client specified that they wanted a rebranding of their business with a focus on the platsform of their modular delivery chassis.
Words used to describe the brand uniqueness by themselves was for example tailored, nordic, disrupting co2, adaptable and durable.
The kick-off for the project was to meet with the CEO och design team to discuss the brand more in depth and asking relevant questions. With a more specified goal, I began to create the new brand.
Applied on device
Brand material
Result & learnings
Throughout this project, I found my self going back to really understanding Hugo and their values. However, when a brand is in the initial phase of its brand and journey, it’s difficult to get a clear picture. This gave room for own interpretations and ideas.
Preferably, I would have wanted to have a closer dialogue with the company throughout the process. In this way, the choices could have been more grounded and aligned with the wanted result. However, for this project this wasn’t possible. So, I chose to share my design with friends and people around me that helped me to test whether or not the message of the brand went through.
My brand was one of the choses to present to stakeholders, in the run of becoming the final design.