ORI is a groundbreaking startup out of MIT Media Lab that has developed robotic furniture and architecture; their core system, which gets installed into smaller living spaces, can transform itself into a bedroom, office, closet, or living room with the touch of a button. To help convey the action of their products, we named the company ORI from the Japanese word ‘origami’ meaning ‘to fold.’ The logo needed to convey both the emotional appeal of the brand, as well as its core value. The logo, app interface and furniture design were all designed to represent a sense of playful and elegant origami, a seamless intertwining of shapes. The animated logo has the ability to fold into itself, with a palette of blacks, greys and whites to focus on the technological aspect of the core business. The ORI brand balances both sophistication and accessibility, standing out with its geometry and translucency.