Salesforce rebranding
1. Rebranding Background and Goals
- Market Shift: A rapid paradigm shift from a simple cloud-based CRM market to the era of agentic AI.
- Core Goal: Redefine Salesforce’s market positioning from 'cloud CRM' to 'agentic CRM (Agentic CRM)'.
2. Brand Strategy and Core Identity
- The Atmosphere of Possibility: Expand the symbolism of the existing Salesforce Cloud into a three-dimensional, borderless spatial form. Visualize a comprehensive ecosystem where Data, AI Agents, and people are organically integrated.
- Tight, Bright, and Bold (tone and voice): Build a brand voice that delivers intuitive, direct, and confident messaging in a market flooded with indiscriminate AI-related information.
3. Visual Brand System
- Circle-based 360° graphic design:
- Starting from the 'circle,' the core shape of the existing cloud mark, and expanding it into various 3D elements such as a 360-degree panorama and framing devices.
- Redefining the color palette:
- Core Color: Increase the brightness and saturation of the representative asset Cloud Blue to add energy.
- Secondary Colors: Add Teal, Yellow, Pink, Violet, and others to bring warmth and vitality to the cold image of AI technology.
- 3D dimensional icons and UI marketing:
- Move beyond flat icons that simply show product features and build a library of 3D dimensional icons with storytelling and wit.
- Give marketing UI elements depth and texture to convey the 'feel' of technology.
- Character & Illustration (Astro & Humans):
- Astro: Reduce simple exposure and use it strategically in moments that require trust, enhancing its value.
- Laura Sirvent & Jelly collaboration: Create 3D human character illustrations with the same visual DNA as the Astro character—dimensionality, warmth, and expressiveness—to express the harmony of technology and humanity.
- Internal Avatar tool: Convert employees' profile photos into characters shaped by the Astro universe to strengthen internal branding.
4. Brand Execution and Delivery System
- Brand Central (based on Webflow): Build a unified brand hub so internal and external Salesforce teams can download standardized brand assets and guidelines and use them consistently.
Overall Evaluation
This rebranding is a case of flexibly expanding existing brand assets (Cloud, Blue, Astro) into a 3D, agentic AI worldview without discarding them, successfully capturing both the brand’s distinctive 'human-centered identity' and its cutting-edge AI capabilities.
