Top to bottom, left to right What will construction look like in a generation? I worked together with Built Robotics to develop a logo and brand that would straddle two industries: construction and Silicon Valley. Subtle adjustments to letterforms gave ownership to the typeface while preserving it’s optically sophisticated qualities. From the ATL-74R, construction livery, printed collateral, and on-screen design, elements of the brand carried over through all touchpoints. The initial letter functions as the logo or icon of Built Robotics. The left wingtip solves the biggest drawback of the previous logo: ownership. By adding a custom element to the initial letter, we can take ownership over the letter. In avatars and spot treatments, the logo can stand alone. The wingtips now mirror each other on either end of the logo.