What we do can feel like magic. Cameras on mobile robots and operated vehicles capture the spaces they move through. Staer turns those images into a live picture of what is there and where it is, continuously indexing and positioning what the cameras see. It makes the activity on a warehouse floor visible and measurable in ways that were not possible before.
That takes a lot of work, and explaining it clearly is a challenge of its own. As the product has taken shape, we have more to show and share. We need a brand that helps make that work understandable, so customers can see what it means for them.
Things move quickly at Staer. The previous identity served us well in the beginning, but we started to feel its limits as we had more to communicate. From product illustrations and presentations to technical stories, we needed more ways to express the work while keeping a consistent character across everything we share. The new brand gives us a broader visual language to draw on, with room to grow alongside the company.
A clearer product, an identity to match
As the product has taken shape, so has our understanding of what customers need from it. Staer gives people and mobile robots a shared, live understanding of the spaces they work in. Communicating that means connecting everyday activity on a warehouse floor with the technology behind it, making both the value and the workings clear.
The new identity helps us move between those perspectives. A refined logo, a new color palette, typography and a consistent approach to illustration give us a flexible set of tools, all designed to work together as we share more of what we are building.
The pieces of the brand
The refined wordmark keeps its familiar character, with tighter shapes and a more balanced composition. Lighter backgrounds in paper and sand, paired with ink, bring warmth to the identity. A serif adds character to headlines, while a clear, Swiss-inspired sans serif carries the detail.
Illustration plays a larger role in helping us show the unseen. It makes spatial ideas easier to grasp and shows how the parts of the product work together. Alongside the colors and typography, it gives us more ways to explain the technology and connect it to what customers experience on the floor.
These elements give us room to adapt while keeping a recognizable character. We can give a technical story the detail it needs or let a first introduction breathe around a single idea, with both feeling naturally like Staer.