Salesforce Refreshes Identity to Emphasize Agentic AI Leadership
Salesforce has unveiled a refreshed identity system to reflect its position as an industry leader in agentic AI. Developed by Athletics, a New York-based brand studio, the new system is centered around the concept 'The Atmosphere of Possibility.' This marks a significant shift for Salesforce, which aims to reposition itself as the '#1 agentic CRM.'
The company's decision to revamp its brand comes after a major business transformation that included the development of Agentforce, an AI platform providing 24/7 autonomous support to customers. To showcase the potential of this technology, Athletics created a new design system for Salesforce.
The Atmosphere of Possibility design system adds to the Salesforce Cloud and features a 360° graphic system that focuses on the circle at the heart of the icon. This is complemented by a brighter color palette, including Cloud Blue, as well as secondary colors like teal, yellow, pink, and violet.
The new identity also includes an evolved version of Astro, Salesforce's brand mascot, which adds warmth and personality to the brand while conveying greater purpose.