KYRUS

Brand Identity

—

Description:

Boston Dynamics is an American engineering and robotics design company. They build advanced robots with remarkable behavior: mobility, agility, dexterity, and speed. Boston Dynamics prides itself on building machines that both break boundaries and work in the real world. What if Boston Dynamics were to create a sub-brand in a futuristic period that utilizes their creations in a new and unique way other than military and experimental purposes?

Boston Dynamics branches out into the auto racing industry under the name KYRUS which means speed, velocity, and power (derived from the Estonian word kiirus). Utilizing a combination of their creations WildCat and BigDog, Boston Dynamics is featuring their newest creation Jaguar, or JAG for short. KYRUS is an FPV (First Person View) drone racing, a sport type where participants control JAG, equipped with cameras while wearing head-mounted displays while showing the live stream camera feed from the robots. The goal is to complete a set course as quickly as possible. While most drone racing sports are set indoors, KYRUS is set in the wilderness where the environment itself becomes the obstacle.

—

Role:

Individual Project

—

Mentor:

Rudy Manning

Logo Mark:

Secondary Mark:

This graphical and typographical approach showcases the dynamic movement and agile velocity of the brand identity. The logotype captures sleek curves to represent a racetrack yet has sharp angular points and edges to symbolize the mechanical body of a robot. The mark has strong visual strength and can stand on its own. This logotype is the most important visual element of KYRUS’ identity system, it also holds the secondary marks of the brand.

The secondary logo mark has 5 forms representing the brand and each respective environment where races are held- forest, tundra, desert, and mountain. The logo mark derives from the space between the KYRUS logotype. The mark symbolizes the different environments in which races are held. Each specific mark must correspond with its assigned environmental mark and be applied to all related media.