Breda Robotics is B'Robotics
Same people, same mission — a name that grows with us. Here’s what’s changing, why, and what it means for you.
A phased transition. We'll bring our entire network along step by step.
Wat is B'Robotics?
B’Robotics is the new name for Breda Robotics. Behind that name lies a clear structure: the foundation as the organisation, the Innovation Centre as our premises, and the Campus as the ecosystem surrounding it.
De B’ is a nod to our roots in Breda and Brabant, and at the same time stands for further, Bridging and buildingto look beyond boundaries, build bridges between disciplines, and work together to create new solutions.
B'Robotics Foundation
Our organisation: the brand and the foundation that drives everything. When we refer to B'Robotics as a whole, this is what we mean – the overarching name under which everything else falls.
The Innovation Centre
Our premises: the location where we are based and where our facilities come together. If someone says “the Innovation Centre”, they are referring to the building itself.
The Campus
The wider area surrounding the Innovation Centre, where other robotics and technology companies are also establishing themselves. The Campus is the entire ecosystem around it — larger than our premises alone.
The power of Breda Robotics. Now ready for Europe.
Since 2019, we have grown from a local initiative into an international ecosystem of robotics and AI companies, with 63 affiliated partners from business, education, and government. Our ambition reaches further: to become a leading European hub for robotics and AI.
The step calls for a name that isn't tied to one location. ‘Breda’ made us strong, but was perceived as too restrictive for the next phase. B'Robotics retains everything we've built and gives us room to grow: regionally rooted, internationally oriented.
Important: This is not a break with the past. Breda Robotics' reputation lives on in B'Robotics. We are doing this carefully and in phases, so that no value is lost.
What exactly is changing?
Most of it will remain as you know it. We will clearly set out the most important changes and everything that remains the same side-by-side.
This changes
This remains the same
The bridging phase: old and new together
A rebranding isn't done overnight. During the summer months of 2026, we will be in a deliberate transitional phase. During this period, we will use both the old and the new logo. in combination — side-by-side or one below the other — so that everyone can get used to it calmly and no one gets lost.
This is how you use it at this stage
- Tune in during this period both logos together, not in isolation.
- Keep ample Whitespace between the two brands.
- Please use the Turquoise performance on a white background.
- Always use the Kale B'Robotics logo, without a subtitle — so no separate Campus or Innovation Centre version.
- Do you have any doubts? Request the current files from the communications team.
The route to B'Robotics
Announcement Finished
We unveiled the new name and logo, and shared the story behind the ambition with our network.
Bridging phase Now
The old and new logos will be used in combination. We will gradually bring partners, students, and stakeholders along and renew materials step by step.
B'Robotics as the main brand
The new logo stands on its own. We are gradually decoupling the name Breda Robotics from communication, while retaining the built-up value.
This schedule is indicative and subject to change in detail. Please keep an eye on our channels for the latest updates.
What does this mean to you?
In short: little urgency, and nothing is wasted. We'll list it group by group.
Your collaboration continues
- Existing agreements and contacts will remain the same.
- Refer from the transition to B'Robotics; adjust logos as you go.
- New materials will be received by you in good time.
Same place to build
- The Innovation Centre remains your home base.
- You learn and work on the same real projects as before.
- Only the name under which that happens changes.
Use the correct name & assets
- In publications, use the new name B'Robotics.
- During the transition: display old and new logo together.
- Logos and corporate identity can be requested from the communications team.
Good to know
Why is the name changing?
Our ambition is to grow into a hub of European significance in the field of robotics and AI. That requires a name that is not tied to one location. B’Robotics is internationally recognisable and aligns with our growth and the Breda innovation districts approach (in line with names such as B’Wise and B’Game).
Is Breda Robotics disappearing completely?
No. This is further development, not a break. Everything that Breda Robotics has built up – reputation, collaborations, and knowledge – lives on in B’Robotics. We are implementing the transition carefully and in phases.
What do you mean by B’Robotics, the Innovation Centre and the Campus?
B’Robotics is the overarching name: the foundation that manages everything. The Innovation Centre is our building, the place where we are located. The Campus is the broader ecosystem around it, with multiple buildings and companies in robotics and technology.
Should I make an adjustment now?
There is no rush. Use the new name from the transition where possible, and adapt logos and references gradually. During the transition phase, we will show the old and new logo together, so the transition remains manageable for everyone.
Which logo should I use during the transition?
During the transition phase, you will use the old and new logo in combination – side-by-side or one above the other, with sufficient white space. After that, the B’Robotics logo stands on its own. You can find the correct files in the brand package.
Will my contacts stay the same?
Yes. The same people, the same points of contact, and the same way of working. Only the name under which we do it is changing.
What does the B’ and the apostrophe mean?
The B refers to our roots in Breda and Brabant as well as our movement: further, Bridging and building. The apostrophe visually returns as a diagonal angle in our logo.
Where can I find the new logos and brand identity?
Please request the new logos and corporate identity from the communications team; we will send you the correct package.
We're happy to take you along.
Can't quite figure it out or want to double-check something? The communications team will be happy to help you with the transition, planning, or brand materials.
Email the communications team →This is not merely a new name. It is our next step.