Primary Sight’s autonomous, vibrant yellow robot fleet will soon be seen zooming around fulfilment centres, anchor stores and grocery backrooms – capable of carrying heavy loads and sorting parcels with remarkable ease. While autonomous robots are becoming a prevalent sight in the United States, the Aussie market is still just cottoning on – and so Atollon was tasked with creating a Primary Sight brand, humanised enough to reach a broad and relatively new audience. A rule-based responsive grid, contemporary Euro type, and distinctive robot-like ‘pathways’ were combined to create a dynamic, playful and articulate identity. Accompanying tones of bright yellow and concrete grey are certain to help Primary Sight catch eyes and hone in on Australia’s increasing shift towards digital industrial solutions.