Arm
Shaping the brand behind the world’s most pervasive tech
( Services )
- Brand & Media
Arm powers technology that touches 70% of the world’s population, shipping over 280 billion chips.
As the need for AI and powerful processors has increased over the past few years, Arm needed a visual expression that lived up to the company’s impact and influence, and reinforced its vision: “Arm is the AI compute platform for everyone.”
For over eight years, DEPT® has served as Arm’s trusted brand guardian, continuously scaling and innovating to reflect the business’s pioneering role in the tech landscape. Together, we’ve crafted a strategic and visually compelling brand presence, reinforcing the company’s leadership in AI as the compute platform powering a smarter, connected future.
Designing for a limitless ecosystem
Arm’s role in AI is pervasive, spanning industries, devices, and geographies through an ecosystem of 742 partners across 28 categories. This presented a unique opportunity to create a unique, premium visual expression that clearly positioned the brand as an enabling force ushering the world into the next era of AI.
DEPT® led the development of a bold new visual identity to match this ambition. Working closely with Arm’s C-suite, in-house creatives, and partner agencies, we designed a global design system that could flex seamlessly across touchpoints, from executive keynotes and brand campaigns to event activations and product launches.
Central to the identity is the Horizon Arc, a mnemonic graphic device that represents the drive to push boundaries and build a brighter future. This new direction embodies a minimalist, elegant, and modern design language where every detail is intentional—from color and gradients to typography, iconography, and layout.
The creative direction confidently visualizes the future: a premium, distinctive aesthetic that reinforces leadership across sectors from automotive to infrastructure. At every step, we focused on building a system that balances consistency with adaptability, ensuring Arm can show up with authority and clarity in every market it touches.
A new identity, new momentum
The impact of the new brand direction is already clear. In just one year, Arm’s brand value has increased nearly fivefold—from €223 million in 2023 to €1.1 billion in 2024—earning recognition as the fastest-growing European brand. The new visual identity is now spearheading a global brand campaign, positioning Arm at the forefront of the AI conversation.
Since launching the identity at CES, Arm has announced major milestones that align with its elevated brand presence, including becoming a main sponsor of the Aston Martin Formula 1 team and preparing to launch its first AI-focused chips in 2025.
At DEPT®, we believe pioneering creativity drives lasting business impact. This collaboration with Arm demonstrates how strategic, design-led thinking can unlock a brand’s full potential and help transformative companies communicate with clarity, confidence, and global resonance.
