Brand Identity
Asimov CollectiveIcarus Robotics builds robots to do the work of space.
The identity introduces Icarus and its first robot, Joy, through the look of 1930s Art Deco.
[01]
A workforce
for humanity’s next step.
An hour of astronaut time costs more than $130,000. Much of it goes to moving cargo, counting inventory, and fixing things. Icarus wants to give that time back.
With its first missions coming up, Icarus needed a brand that partners, recruits, and investors could believe in. Icarus went further than people were supposed to. That’s the job.
One robot. Then a fleet. Then an economy.
[02]
Joy is real.
Joy shows up two ways: as a photo, and as its own technical drawing. Both come from the actual robot. Everything else in the brand is drawn.
[03]
Machines as heroes.
In the 1930s, posters made machines look heroic. Icarus does the same for the stations and spacecraft it will work on, drawn only in brand colors.
[04]
A map of new territory.
The line work maps the space around Earth like real estate. Icarus plans to be one of the first to move in.
[05]
Logo
Inspired by the art-deco movement and its future-forward aesthetic language, the combination of specific design decisions makes the primary logo for Icarus wholly unique and strengthening to the ethos of the company.
[06]
Typography
Icarus typography draws inspiration from the Art Deco movement as well. Its distinctive display forms give the brand a sense of ambition and forward motion, while a precise, highly legible supporting typeface keeps clear and functional.
[07]
Colors
The Icarus color palette draws from outer space and orbital structures. It centers on a strong blue paired with a bright yellow as the brand’s defining tones. A cool grey and charcoal black serve as base colors that let the primary hues stand out.
[08]
Applications