Rerun
Project
Rerun
Berlin based Studio Gruhl has developed the new visual brand and digital design system for Rerun,the Stockholm based open source platform building the data layer for robots, drones and autonomous vehicles.
Built around the concept See What Robots See, the system reframes the visual language of the robotics category. Warm and human where it has historically been cold and clinical.
Published
June 2026
Agency
Studio Gruhl
From the beginning, the aim was twofold. Grasp the complexity of the product and, in the same move, visually simplify it to a degree that it follows a clear visual language. All while playing with the visual cues that surround robotics, to signal the category and create a unique point of view that reflects the zeitgeist of the Rerun team.
Instead of building another cold space, Studio Gruhl leaned into the human story behind the product. Most developers are driven by the same emotion that drives any other creator.
Three principles came out of it; find beauty in the building; process and craft as the subject, not just the output; emotional to technical.
A brand that can be hard and analytical when it needs to be, soft and human everywhere else. Flow. When you're absorbed by what you love, time flies. Whether you're writing in code or building with real materials, it's always about creating.
People picture robotics as clinical and cold. Sterile rooms, white surfaces, a robot arm under perfect light.
The reality is grittier: bolts, soldering irons, melted chips.
A workshop more than a lab. The visual history is just as loaded, mostly tied to the negative shadow of robots taking over. Studio Gruhl mapped both directions with the Rerun team, deliberately, so they could lean into the tension without falling into either cliché.
The colour palette is built on the Jet colormap and its smoother variant Turbo, the way robots see the world, grounded by base brand colours noir, sandpaper and white.
Type pairs Basis Grotesque Regular with Reddit Mono in smaller sizes, kept intentionally narrow at launch to grow alongside the brand.
Everything is tied together by a robust visual grid that spans every channel, giving the wordmark room to scale and working in tandem with the expressive artworks.
The ouctome is a visual brand that connects a clear visual language with soft gradients, fully rooted in the idea of how robots see.
A full suite of artworks in still and motion, multiple logo frames and applications across digital and analog touchpoints. We broke out of the category visuals while keeping every move grounded in research, redefining what a robotics brand can look like.
