Tabs is a groundbreaking data analytics platform changing the way the world works by streamlining billing and subscription models for robotics and smart devices. This is accomplished by consolidating data and usage analytics into one digestible platform, solving a common problem for renters and owners alike. With robotics and AI transforming business every day, our challenge was to create a identity for Tabs that could simplify their complex solution and position them as leaders in this new frontier.

The resulting identity is a bold, simple, and contemporary design that takes cues from industry giants of the postwar era such as IBM and Boeing. Just as the postwar economic boom marked a sea-change in business, Tabs is at the forefront of the next revolution. The identity itself is anchored by a strong typographic language using Denim Bold (from Displaay) in all lowercase, evoking a sense of quiet confidence. Playful glyphs and widgets spin and move like gears of early robots and machines. Strategically placed throughout the design, this small gesture adds motion and personality to a typically quite dry industry. To clarify the identity further, we employed a restrained color palette of blue, black and off-white. We made special effort to simplify data visualization throughout the brand in a way that still communicates the needed specificity at the core of the product while remaining digestible for the non-expert user.