background

The Hi-tech robotics systemz (THTRS) is a robotics company that designs intelligent machines which can see, sense and move smartly. They make smart autonomous systems, for industrial warehousing and transportation.

discovery

THTRS wanted to rebrand themselves prior making a marketing push towards leading US companies to win contracts as a technology developer. This needed them to be seen as an innovative company. Being seen as a deep user of artificial intelligence would help.

strategy

We realised the company was young (both staff and its attitude), aggressive and ambitious. But not reckless—grounded and delivery minded.The personality: ‘daring to take a leap’ even a touch brash, but also tough and gritty—determined to overcome obstacles.

The rebrand centred on the idea of ‘intelligence in motion’

design

We started with renaming them with a modern, spirited and more accessible name: Thebo. The name is a contraction of the key phonetic elements of their old name.

An animated and flexible logo is pictured as a learning machine that stretches intelligently, adapting to its use. It mirrors the intelligence and boldness of Thebo’s work.

The letters themselves draw on the nature of machine sight—recognising objects even while perceiving it in parts. The tough, broad stance of the letters give weight and substance to the identity.

Based on the typeface Clonoid, our custom typeface, Thebo Clonoid effortlessly gives Thebo’s headlines the right voice.

result

Extended to its product verticals, the new Thebo turns into a bold and innovative presence with a touch of daring.