
Studio: Athletics
Date: Sat, Sep 26
The Brand Identity · Aug 18, 2026
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.
The Brand Identity · Aug 18, 2026
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.
The Brand Identity · Jun 5, 2026 · Interview
The Brand Identity interviews designer Malcolm Buick of Brooklyn-based studio Athletics about creating a new identity for Arbroath Amateur Boxing Club in Scotland. The project draws on the town’s heritage, using a portcullis symbol from Arbroath Abbey, bold utilitarian typography, and photography by Buick’s father, the club’s president. The identity emphasizes honesty, community, and belonging over polish or commercial gloss.
The Brand Identity · May 6, 2026
Athletics collaborated with Intuitive to expand the medical robotics company’s brand identity, centering on the symbolic ‘portal’ above the ‘i’ in its logo. The project evolved the visual system through motion behaviors, code-generated animations, and a flexible governance tool called Sesame. The refreshed identity balances technical precision with emotional storytelling, enabling global teams to create consistent, on-brand assets.
· Apr 20, 2026
UnderConsideration’s Brand New briefly spotlights the new logo for FGS Global, designed by Athletics. The article lists the project under the corporate industry and tags it with flared sans serif and green wordmark, indicating a refined and modernized identity update.