FORWARD X ROBOTICS
Brand · Web · Product UI · 2019 · 14/21Designing one visual language from the wordmark to the warehouse OS
- Client
- Forward X Robotics · 灵动科技
- Industry
- Autonomous robotics · consumer hardware
- Service
- Brand identity + web + product UI
- Timeline
- 2019
Goal
Forward X Robotics (灵动科技) builds in two worlds: OVIS, a self-driving smart carry-on, and a fleet of autonomous mobile robots (AMRs) for warehouses. We designed the whole stack — from the wordmark down to the OS running on the robots — in one visual language that holds across both.
Challenge
Hardware precision meets enterprise trust, where visual coherence directly shapes how buyers and operators judge reliability. One language had to hold from the boardroom to a robot crossing the warehouse floor, and from a crowdfunding page to a glove-operated tablet under time pressure.
Outcome
The brand book became an internal reference for engineering and product, not just a design deliverable, and the language shipped on everything from the CES site to the robots on the floor. The OVIS app UI shipped into a $1M+ Indiegogo launch; the AMR cluster-control interface backed logistics partnerships with JD and DHL.
We built the visual language from the ground up — logo, color, type, motion, and usage rules in a brand book. The bar was precision manufacturing, not tech startup: every element had to hold up on the warehouse floor and in the boardroom.
The system
- Logo, color, type, motion, and usage rules
- The bar: precision manufacturing, not tech startup
- Built to hold on the warehouse floor and in the boardroom
- A brand book engineering and product actually used
The public face was built for enterprise buyers evaluating the technology, not browsing it: capability first, specs in support, a clear path to convert. It carried the CES debut and the press that followed.
For buyers, not browsers
- Capability first, specs in support
- Built on momentum and credibility
- A clear path to convert
- Carried the CES debut and press
The same language ran through the product: the OVIS consumer app, a field app for operators managing fleets in real time, and the tablet/desktop OS on the robots — glance-able at distance, low-error under gloves, noise, and time pressure.
From hand to robot
- OVIS consumer app — 30+ screens, shipped to a $1M+ launch
- Operator app — every interaction is a work action
- Warehouse OS — glance-able at distance
- Low-error input under gloves, noise, time pressure