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The tiny remote control trucks stole the spotlight at the Autonomous Solutions, Inc. (ASI) booth at AUVSI Unmanned Systems 2013 this year. Flanked by ASI’s new robotic platform, Forge™, the remote control mining trucks zipped around on a map, demonstrating the multi-vehicle choreography of ASI’s Mobius™ command and control software system.

That’s not the only thing ASI was showing off in Washington D.C. ASI’s marketing team has been hard at work on a rebranding campaign to freshen the ASI look and align communications with the company’s dual message of safety and simplicity in automation.
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Starting with the launch of a new website in mid-June, the industry has seen elements of this new brand, including the latest installment at AUVSI.

“The new logo balances the elements of technology and direction,” said ASI’s Brandon Adams, Sr. UX Architect and creative lead on the rebranding project. “The gear and compass in the new logo are equally proportioned to represent our balance of engineering and leadership.” As demonstrated by, aptly named, Forge, ASI continues to lead out in the vehicle automation industry, leveraging more than 12 years of experience to provide solutions for some of the most challenging problems faced by companies today.
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“The new brand is designed to communicate very clearly that ASI is dedicated to providing simplicity in a market that is largely dominated by complexity,” said Dru Brown, Marketing Manager at ASI.

The cost of automation components has dropped to the point of being affordable for many industries, however, end users are continually hampered by the complexity involved. ASI’s new tagline “Automation Simplified” demonstrates the focus on eliminating that complexity in all aspects: installation, user interface, support, documentation, and more.
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“We’re excited for the new direction that this brand is moving us in,” said Brown. “We’ve been experimenting for the last year or two with our overall brand, and we feel that we’re now pretty close to where we need to be. We’ve got several elements coming up on release that will add even more interactivity and dimension to the brand, and we’re looking forward to the feedback.”
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