Salesforce refreshes identity for the agentic AI era

Developed by New York-based brand studio Athletics, the new Salesforce identity system is based on the idea ‘The Atmosphere of Possibility.’ Recognised for its customer relationship management (CRM) software, Salesforce is aiming to reposition itself as the “#1 agentic CRM.”

The US software firm, founded in 1999, felt the need to evolve its brand as the company underwent a broad business transformation. This included the development of Agentforce, its AI platform that delivers 24/7 autonomous support to customers.

To demonstrate the possibilities afforded by the platform, Athletics needed to reimagine the brand for the agentic AI era while retaining the company’s core belief that its technology helps make people successful.

Its new Atmosphere design system adds to the Salesforce Cloud, offering a 360° graphic system that focuses on the circle at the heart of the icon. Designed to flex as both functional and expressive, it’s complemented by a refreshed, brighter colour palette. Along with its Cloud Blue, Athletics crafted a range of secondary colours including teal, yellow, pink and violet.

In addition to its new 3D iconography system that reflects the real challenges and ambitions of Salesforce customers, its brand mascot Astro has been evolved. Seen as a beloved and identifiable brand asset, it still adds warmth and personality to the brand, but now shows up with greater purpose.

As Salesforce aimed to establish itself at the forefront of agentic AI, it also understood customers and prospects could feel overwhelmed by AI noise. To remedy this, Athletics developed a ‘Tight, Bright, and Bold’ brand voice that is deployed across all touchpoints.