A new robotics company sought to create a brand and identity that reflected their mission: to go beyond the predictable, rote automation of second nature robotics and create robots that put people before technology. After an extensive research and naming phase, the name Coral emerged to reflect the brand’s positioning as a lifestyle robotics company. Coral’s visual identity takes inspiration from the name. The reef logo combines the circle and the hexagon, two shapes commonly found in nature. An icon system and vibrant color palette inspired by the symbiotic relationships in a highly diverse coral reef ecosystem add dynamism to the visual identity. The new identity positions Coral as a design-driven company with a distinct place in the future of consumer robotics.