In their own words
Round forms carry approachability across the whole brand, all the way down into the typography. But the circle is the grammar, not the idea. The system is rooted in the space beyond the cloud where Salesforce clients transform their businesses on the platform. Geometry gives us the form. The atmosphere concept gives us meaning.
These letterforms are already generous and round, and there was more range in them than the system had asked for yet. So we put them to work with more scale, more contrast and more dimension, using type as a graphic element in its own right.
Astro stands for something true about Salesforce, a company that has always been fun, human and approachable in a category that often isn’t. Pulling back on the character meant that warmth had to live somewhere else, and we had to prove the system could deliver it on its own. That is a lot of what the Atmosphere concept, brighter palette, 3D iconography and illustration system are doing.
A lot of the evolution work was subtraction. We simplified the existing Salesforce brand and re-established the core identity elements, which meant defining the absolute minimum a piece needs to still be unmistakably Salesforce. That floor is what makes volume control possible.
Every decision came back to one question: will this hold up in the hands of someone who wasn’t in the room when we built it?
The real measure of a system is what other people can make with it.
Round forms carry approachability across the whole brand, all the way down into the typography. But the circle is the grammar, not the idea. The system is rooted in the space beyond the cloud where Salesforce clients transform their businesses on the platform. Geometry gives us the form. The atmosphere concept gives us meaning.
These letterforms are already generous and round, and there was more range in them than the system had asked for yet. So we put them to work with more scale, more contrast and more dimension, using type as a graphic element in its own right.
Astro stands for something true about Salesforce, a company that has always been fun, human and approachable in a category that often isn’t. Pulling back on the character meant that warmth had to live somewhere else, and we had to prove the system could deliver it on its own.
A lot of the evolution work was subtraction. We simplified the existing Salesforce brand and re-established the core identity elements, which meant defining the absolute minimum a piece needs to still be unmistakably Salesforce. That floor is what makes volume control possible.
Articles & interviews5
- Athletics refreshes Salesforce brand for agentic AI push
New York studio Athletics refreshed Salesforce’s brand to support its move into agentic AI and its Agentforce platform. The system, called the “Atmosphere of Possibility,” expands the Salesforce cloud’s circular geometry into dimensional shapes, 3D icons, illustration, motion and a brighter palette. Athletics also worked with Salesforce’s internal team on scalable guidelines and assets, with Brand Central in Webflow providing the global toolkit.
- All Purpose Rebrands Ancestrel Wine With Bold Natural Identity
New York studio Athletics evolved Salesforce's identity to support its shift into agentic AI through the Agentforce platform. Built around an "Atmosphere of Possibility," the system expands Salesforce's cloud-circle heritage with dimensional forms, a brighter multicolour palette, 3D icons, illustration, motion and scalable implementation guidelines. The refresh retains Salesforce Sans and a customised ITC Avant Garde while using Astro more selectively and providing global teams with a Webflow-based Brand Central toolkit.