SAFI
MISSION
The engineering magicians at Pratt Miller developed a new autonomous disinfecting robot in response to the COVID-19 pandemic. They needed a fitting name and identity for our new comrade in combating the virus. I was one of two designers to help name and create their identity.
IDEA
Originally called “LAAD” (Large Area Autonomous Disinfecting vehicle), my team and I at BasedOn helped determine a name that aligned with Pratt Miller’s mass sanitization goals. Safi (Arabic, “pure”) is short, approachable, and memorable, but also carries an element of “safe” within it. The logo is a stylized wordmark of the name with blue spray dots representing the electrostatic spray it uses to disinfectant its targets. The design of the mark also shows a connection to the parent Pratt Miller identity.
INTEL
• Studio Client Work
• Studio: BasedOn
• Identity Design
• Naming
