AutoStore is a Norwegian robotics and warehouse automation company, founded in 1996, that develops robotic cube storage and order-fulfillment solutions for businesses worldwide. The company operates offices in Norway, the U.S., the UK, Germany, France, Poland and Japan. [1]
Design and History
AutoStore’s visual identity has undergone a significant refresh in recent years. Studio Oker, a Scandinavian design studio based in Stavanger, Norway, founded in 2018, collaborated with AutoStore to redefine its visual identity and design strategy. The new system was created to reflect the precision and movement of the company’s robotic technology, establishing a cohesive and dynamic brand language across global touchpoints. [2] [3]
The brand refresh was launched with a video produced in collaboration with Studio Oker and realized by the design studio Agio, which received full branding guidelines from Studio Oker to ensure consistency across all visual outputs. [4] A brand film was also co-directed by Tendril and Worship, encompassing production design, creative direction and live-action direction, with a visual language aligned to what the collaborators described as the “elegant futurism” of the AutoStore brand. [5]
Meaning and Symbolism
Studio Oker’s creative brief was to elevate the company’s visual identity, developing a design language that was simultaneously functional and expressive, covering a wide range of applications from icons and animation to robots and ports. [6] The design system was intended to reflect the precision and movement of AutoStore’s robotic technology. [2]
AutoStore also holds a registered trademark for a stylized “R” in red, where the lower left portion of the letter consists of a circle. The color red is claimed as a feature of this mark. [7]
Typography and Design
Documented details about the specific typography used in AutoStore’s current wordmark are limited. The company’s logo is available as an SVG file sourced from its official website, autostoresystem.com. [8] No verified information is available regarding the specific typeface or design construction of the current mark.
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