Overland AI

For defense and commercial operators working in unpredictable, unmapped, and high-risk environments, automation has the potential to radically improve safety and efficiency. Overland AI had been quietly developing advanced off-road automation technology and was preparing to emerge from stealth. The team partnered with Wunderdogs to develop a bold, purpose-built brand that would resonate with mission-driven, no-nonsense audiences.

Positioning in a rugged category

While most automation has been confined to well-mapped consumer road networks, Overland AI operates where maps don’t exist and conditions constantly shift. We defined a brand strategy centered on delivering the most advanced autonomy for the most demanding environments: positioning Overland as a category-defining force in off-road automation.

Blending strength with precision

To appeal to military and industrial buyers, the brand identity needed to communicate both reliability and innovation. We developed a logo inspired by forward movement and protection, subtly referencing a shield, paired with a visual system of sharp angles, dynamic diagonals, and high-contrast color. The deep blue primary palette, accented with energetic highlights, reinforces both seriousness and technological sophistication.

Rooted in real-world utility

Everything about the brand system, from typography to imagery, was designed to reflect Overland AI’s grounding in reality. Visuals emphasize the rugged terrain and vehicles the product supports, creating immediate relevance and clarity for users operating in extreme environments. The result is a brand that speaks with authority, clarity, and purpose: built to lead in a space where performance and trust are paramount.