SRI unveils transformative new brand identity

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The innovative new brand marks more than 75 years of world-changing technologies, services, and ideas.

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SRI, an independent non-profit research institute headquartered in Silicon Valley, announced today the launch of its new brand identity reflecting its culture, vision, and strategy focused on creating and delivering transformative technologies, services, and ideas that address some of the world’s most pressing challenges.

“As we celebrate our 77th anniversary, we’re not just reflecting on our rich history; we are redefining our future,” said David Parekh, SRI’s Chief Executive Officer. “Our new identity — a modern logo, color palette, and font system — both honors our heritage and visually propels us toward our ambition of creating an extraordinary future.”

The rebranding simplifies SRI International to its familiar acronym, SRI, and introduces the “Future Cube.” This symbol, inspired by SRI’s historical logos, frames the institute’s global positioning, both literally and figuratively. The left square of the Future Cube tilts at precisely 37 degrees, a nod to SRI’s 37°N latitude physical location in Silicon Valley. It also represents an inflection point, symbolizing that moment between ideation and realization, thinking and doing, and developing something inside a lab or office and bringing it to market.

“The Future Cube is the heart of our brand story,” said Mike Freedman, SRI’s Vice President of Communications. “It represents myriad perspectives — a space for out-of-the-box thinking, a blank canvas or sandbox for innovation, as well as our problem-solving ethos. It symbolizes SRI’s role at the forefront of technological and scientific breakthroughs in diverse fields, such as quantum, trusted AI, climate, education, precision medicine, and much more.”

The new visual language also incorporates a rich graphical heritage drawn from the world of research. It uses geometric shapes, test patterns, and chart notations, with a font system inspired by the aesthetics of robotics and machines.

The blue color palette draws from SRI’s history, which includes the acquisition of the famed Sarnoff Corp. (formerly RCA Labs) in Princeton, N.J., in 1987, and Palo Alto Research Center (PARC) earlier this year. The color is infused with a new vibrancy to reflect the dynamism of innovation and bold ambition to deliver world-changing outcomes.

SRI’s rebrand was designed by Studio Scott, a San Francisco-based studio known for transforming many iconic research, cultural, and education organizations, in collaboration with the Minnesota-based strategy firm, Astrion Partners.

“Our new branding is a declaration of our legacy and our future,” added Parekh. “It embodies our commitment to innovation, our independence as a non-profit, and our relentless pursuit of collaboration with our government and industry customers and strategic partners to solve some of the world’s biggest challenges. It’s a brand identity that not only represents who we are but also inspires where we are headed.”