Unitree Brand Transformation
Eigo Cong
Unitree is a real company based in Hangzhou, China, specializing in humanoid robots, quadrupeds, and robotic arms. Its mission is to extend humanity’s “technological tree,” expanding its robotic innovations to an interplanetary scale.
This project seeks to re-examine their identity, evolving it from a first-generation static logo to a second-generation dynamic logo, and finally to a next-generation real-time adaptive logo.
Most robotics companies lack intentional identity design or adopt visuals that evoke a “killer robot” aesthetic. To redirect this, three distinct identity systems were designed for business-to-consumer, business-to-business, and business-to-government applications.
A custom-coded logo generator and an AI-powered voice assistant visualization together create a fully functioning system using a combination of TouchDesigner, WebSockets, and external APIs. Additionally, a typeface was designed, OCR-U, based on OCR-A, the first typeface designed for interoperability between humans and computers. Attributes of OCR-A were modified to make it compatible with the next-generation identity and extend its functionality to include executable functions.
For the logo system, the concept is built around a three-dimensional structure, where each axis shift generates a completely new logo variation. The system also evolves through different stages—when a Unitree robot lands on the Moon, the moon symbol in the logo illuminates; when it reaches Mars, the Mars symbol lights up. This not only creates a next-generation dynamic logo system but also visually embodies Unitree’s real-time mission for interstellar reach.