Robotec Brand Identity: allink Sharpens the Digital Enabler
For more than 40 years, Robotec has been helping Swiss SMEs go digital with robot-based solutions. The Zurich-based branding agency allink has thoroughly modernized the visual identity of this innovation leader—and bridged the gap between technology and people.
Since 1983, Robotec has been synonymous with robot-assisted automation in Swiss SMEs. More than 40 years after its founding, the Zurich-based branding agency allink has fundamentally revamped Robotec’s brand identity—with the goal of highlighting its digital expertise and positioning the company as an attractive employer brand. The result is a cohesive visual system that bridges technology and people.
Greater visibility for the Robotec brand
Digitalization and automation have been at the core of Robotec since its founding. However, as an industry pioneer and market leader, the company’s brand identity was more than 20 years old. allink was commissioned to modernize it so that it could keep pace with the innovative spirit of the company’s engineers, mechanics, and software specialists. The new brand identity is designed to communicate the company’s digital expertise quickly and clearly. In addition, the three disciplines—engineering, software, and mechanics—were to be united under one umbrella to position the company as a true «lovebrand» in the competition for skilled talent.
Robotic Arm as a Design Element
To bring Robotec’s innovative spirit to life, allink translated Robotec’s technological DNA into a precise design. The goal was to create a brand identity that functions as simply and effectively as Robotec’s solutions themselves. The new design grid and soft lines were derived directly from the design language of the robotic arms. The new logo, featuring a distinctive icon, can be placed directly on the robotic arm and, according to allink, ensures maximum visibility during operation. The custom-developed typeface «Robotec Sans» also ensures high brand recognition across all channels. The website was also developed in accordance with best practices to bring the company’s digital identity to life.
Expertise with a Face – Employer Branding as a Core Element
In addition to technological leadership, employer branding was a central element of the new brand identity. The focus was on showcasing the people behind Robotec’s achievements. To this end, allink developed a visual identity that celebrates the employees as the true heart of the company. In the case studies, the projects are now directly linked to the faces of the experts. According to the press release, this builds trust and fosters a sense of identification. Whether on smartphones, work uniforms, or company vehicles—the new brand identity is designed to showcase the team’s pride and position Robotec as a modern, attractive employer brand.
More information about the company and its solutions is available on its website: https://robotec.swiss/
Contact at Robotec: Nick Koch (CEO), Marc Wöltinger (Head of Marketing and Communications). Contact person at allink: David Zangger (Creative Director, Partner), Davide Rossetto (Design Director), Jonas Koutrios (Brand Designer), Alban Bochsler (Technical Director), Nicolai Spicher (Senior Digital Designer), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Selma Caglayan (Senior Brand Consultant).
