Perpetual

Inventory in motion: newkid rebrands Perpetual

When we first met the team behind Perpetual, they were known as Openshelf and were developing the robotics technology behind their first inventory management product. Their goal was to launch into the healthcare space with a name and brand that reflected their larger mission of revolutionizing healthcare automation using robotics.

From a strategy perspective, the key insight that drove brand development is that healthcare workers often feel like they’re in perpetual motion, constantly going back-and-forth between providing care to patients and managing complex inventory systems, all with limited time. By automating inventory management, Perpetual enables healthcare workers to spend more time on care, and less time dealing with cluttered shelves and complex re-ordering processes.

newkid was brought in to establish the brand strategy, visual & verbal identity, motion design, and website for Openshelf. We rebranded the company as Perpetual, leaning into the team’s vision for the future.

With perpetual motion as a guiding principle, the logo was designed using the Fibonacci sequence, with the distance between each block mathematically derived from the famous spiral.

The selection of the font LL Unica77, the digital revival of the classic Haas Unica (1980), serves as the cornerstone of the brand’s typographic approach. This typeface, authorized by its original designers, embodies a blend of modernity and timeless elegance, making it an ideal choice for Perpetual's visual communication.

And finally, a grid system forms the foundation of the brand’s visual language, inspired by the blocks in the Perpetual logo system and the actual industrial design of the product itself.

Client: Perpetual Systems Branding: newkid 3D: So Dsgn Motion design: newkid Website Design: newkid Web development: Marcd Typefaces: Lineto Type Foundry