# Stereolabs new logo (2024)

> Stereolabs launched a new logo in Jan 2024, designed by Pentagram. New logo and identity.

## Key facts

- Brand: Stereolabs
- Launched: Jan 2024
- Studio: Pentagram
- What changed: New logo and identity.
- Why: Stereolabs rebranded because, it said, it had moved beyond cameras to become a hardware and software company.
- Industry: Consumer electronics
- Logos: https://rebrandlog.com/logos/stereolabs-2024/before.svg (before), https://rebrandlog.com/logos/stereolabs-2024/after.svg (after)

## The rebrand, explained

Stereolabs was founded in Paris in 2010 by three graduates of the optics school IOGS, who had prototyped a 3D endoscope at university. Early on it built stabilising technology for 3D film, helping James Cameron steady footage for Avatar, then made its own stereo camera, the ZED, which became an industry standard for depth sensing, Creative Boom reported.

In December 2023 it announced a new chapter. Its TERRA AI software fuses data from multiple sources to give autonomous robots a deep, semantic understanding of their surroundings, as an alternative to costlier LiDAR or radar, aimed at labour shortages in agriculture, construction and other sectors. It was to reach customers in 2024 through a subscription service, ZED+. Stereolabs said that having mastered the eyes of human-like vision, it was turning to the brain, and that it was now a hardware and software company. The new identity, by Pentagram, came with a new website.

Creative Boom described the work as repositioning Stereolabs from camera brand to AI leader. The identity adapts to real and virtual environments and includes a dynamic symbol, a visual toolbox, a modular diagram language, icons and data visualisation. The symbol, a multidimensional, star-shaped spark meant to capture vision in a digital context, behaves like an intelligent character, transforming across demos of different kinds of perception and diagrams showing how easily the technology is set up. Stereolabs said the look was built around bringing the idea of dynamic detail to life.

The company's mission statement, that it helps machines see like people do, sits at the centre.

A spark is a reasonable shorthand for perception, and making it a shape-shifting character suits a product shown mostly through demos. But sparkles and stars are the default iconography of AI, and this symbol sits uncomfortably close to a thousand chatbot buttons. The diagram language is likely to prove the more useful part.

In short: From camera to spark.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_stereolabs_by_pentagram.php
- https://www.stereolabs.com/blog/a-new-visual-identity-for-the-ai-vision-era
- https://www.creativeboom.com/news/pentagram-rebrands-stereolabs/

## Cite this

Rebrand Log, "Stereolabs new logo (2024)", https://rebrandlog.com/rebrand/stereolabs-2024/, last updated 2026-10-20.