SAM Labs is an innovative start-up that first came to public attention through a startlingly successful Kickstarter. Founded by Joachim Horn, SAM is the world’s most user-friendly kit for the Internet of Things - a way of connecting objects without the need for human-to-human or human-to-computer interaction. SAM does this through a group of electronic puzzle pieces that connect to an intuitive digital interface, creating a Lego-like building set for the Internet of Things.

SAM introduces a playful new entry point to the world of coding, helping anyone create products, apps and experiences in seconds. It empowers creatives, students and designers alike to invent - building vacuuming robots, personalised doorbells, responsive shoes, smart pillows, shirts with cooling fans and much more.

At the heart of SAM’s mission is a desire to humanise technology. To communicate this at all levels, from product to collateral to language, SAM enlisted the help of Pentagram to develop a product strategy as well as a visual identity and tone of voice.

SAM began as an idea Horn had in a workshop organised by Pentagram partner Daniel Weil at the Imperial College which challenged participants to create a product inspired by their favourite fairy tale. Horn’s response was SAM, inspired by his brother Sam and the story of The Little Prince - a character that has an imagination that no adult can beat. Weil has since advised Horn in SAM’s development.

Pentagram created the identity inspired by SAM’s function and behaviour - it never stands still. Each letter in the logotype is like a component of the kit, always doing, sensing, reacting to the other components. The letters move in relation to each other, as one moves it kicks the movement of the other.

The typography is extremely simple, allowing the character to come from the imagination of the maker who uses it to build their own story.

As well as the brand architecture Pentagram collaborated with MAP Design to develop the packaging, interface design and colour palette for SAM, creating a coherent experience from digital to physical design.

SAM Labs has been featured in Wired, Wallpaper, Fast Company and Dezeen.