PROJECT
AUTORO
From RPA to Web Auto Robot—branding that clarifies purpose.
WHY
Simple tasks rob workers
of their creativity and
active skills.
Many tasks in the business world require time and labor, and people are so busy every day they need all the help they can get. Most of these jobs are simple, mechanical tasks, with routine work eating up the work hours of many. With labor shortages worsening annually, society needed to improve work efficiency through the smart use of AI and other technologies, allowing workers to devote their limited time to more creative work and making their jobs more active and fulfilling.
Is there work that you feel is useless?
Why do you want to quit your factory job?
How much time do marketers spend on routine work?
HOW
A cat’s paw that
automates simple tasks
at blazing speeds.
We branded the cloud-based RPA service developed by AUTORO Inc. Robotic Process Automation, or RPA, is a concept or tool that utilizes robots equipped with AI and other technologies to automate routine desk work. In 2018, amid the rapid expansion of the RPA market, AUTORO Inc. had already deployed Robotic Crowd, a cloud-based RPA that automates simple tasks in the cloud. Many companies have implemented it into their operations. However, cloud RPA has low awareness and has an image of being difficult to use, making users hesitate and hindering further expansion.
To make the service easy to understand for users who are unfamiliar with RPA, we proposed a communication strategy that utilizes the intuitive and accessible phrase “Web Auto Robot.” Since the service used to feature a cat icon, we developed a new name for the service called AUTORO, which we have coined by combining “Web Auto Robot” with “otoro” (the fattiest cut of tuna belly), a favorite food of cats.
To smoothen brand communication, we developed Autoro-kun, an original mascot embodying the image of a cat, a robot, and otoro sushi. We aimed to change RPA’s complicated image and convey it in an easy-to-understand manner through all kinds of media, including service introduction videos, website, business cards, and Zoom background.
We used a cat’s paw as the motif of our logo, from the Japanese expression of being busy enough to need help from even a cat, clearly conveying the service as a feline AI companion ready to give its busy users a hand. Based on the cardioid curve (a cycloid curve with mathematical beauty), we designed the geometric symbol to fit its robot image. Its logo overlaps with the image of the Thousand-Armed Avalokitesvara, who saves people in every possible way, expressing the service’s identity in terms of accuracy, reliability, and friendliness.
WILL
A society where people
can use their limited time
for creative activities.
AUTORO is an automated online robot that automates tasks in the cloud at blazing speeds, aiming to free users from mundane tasks.
We will continue to support this service’s visual design and create an environment where people can spend their limited time on creative work, aiming for a society every individual can fulfill their potential.
INFORMATION
- What
- AUTORO
- When
- 2022
- Where
- Japan
- Client
- Scope
- Branding / Logo / CI Guideline / Naming / Illustration / Character Design / Business card / Tagline / Promotion Strategy Support / Service Naming / Promotional Video / Motion logo / Slide format / ZOOM Background Design / Web and Front End
CREDIT
- Art Direction
- NOSIGNER (Eisuke Tachikawa)
- Graphic Design
- NOSIGNER (Eisuke Tachikawa, Ryo Fukusawa, Aya Sakurai, Noémie Kawakita)
- Motion Design
- Aco Hsu
Yasuko Hokazono
NOSIGNER (Eisuke Tachikawa, Ryo Fukusawa, Aya Sakurai, Noémie Kawakita, Yuichi Hisatsugu) - Web Design
- NOSIGNER (Ryo Fukusawa, Eisuke Tachikawa, Noémie Kawakita)
- Character Design
- NOSIGNER (Aya Sakurai, Eisuke Tachikawa)
- Illustration
- Yuta Okamura
NOSIGNER (Aya Sakurai) - Photograph
- NOSIGNER (Yuichi Hisatsugu)