Making robotics human-friendly

A new robotics company approached BMD to develop a brand that reflected their mission: to go beyond the predictable, rote automation of second nature robotics, and create robots that put people before technology.

After an extensive research and naming phase, the name "Coral" emerged to reflect the technological ecosystem the brand offered and lived within. An ecosystem of iconography and a vibrant color palette was inspired by the symbiotic relationships in a highly diverse coral reef. The reef logo combines circles and hexagons, referencing the outward growth pattern of coral in nature.

The new identity positions Coral as a design-driven company with a distinct place in the future of consumer robotics.

Coral has been featured by WIRED Magazine, Esquire, Harper’s Bazaar, Gizmodo and Uncrate. At their launch, Coral received the Best Robot Award at CES in 2019.


Coral Robots
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Coral Robots

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Creative Fields