Breda Robotics becomes B’Robotics
Same people, same mission—a name that evolves with us. Here’s what’s changing, why, and what it means for you.
A phased transition. We’re bringing our entire network on board step by step.
What is B’Robotics?
B’Robotics is the new name for Breda Robotics. Behind that name lies a clear structure: the foundation as the organization, the Innovation Center as our facility, and the Campus as the surrounding ecosystem.
"De B'" is a nod to our roots in Breda and Brabant, and also stands for "beyond," " bridging," and "building": looking beyond boundaries, building bridges between disciplines, and working together to create new solutions.
B’Robotics Foundation
Our organization: the brand and the foundation that oversees everything. When we talk about B’Robotics as a whole, this is what we mean—the umbrella name that encompasses everything else.
The Innovation Center
Our building: the place where we’re based and where our facilities are located. When someone says “the Innovation Center,” they’re referring to the building itself.
The Campus
The wider area surrounding the Innovation Center, where other robotics and technology companies are also setting up shop. The Campus encompasses the entire ecosystem around it—it’s bigger than just our building.
The strength 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, now with 63 affiliated partners from the business community, academia, and government. Our ambition goes even further: to become a leading European hub for robotics and AI.
That step calls for a name that isn’t tied to a single location. “Breda” gave us a strong identity, but we felt it was too limiting for the next phase. B’Robotics preserves everything we’ve built and gives us room to grow: regionally rooted, internationally oriented.
Important: this is not a break with the past. The reputation of Breda Robotics lives on in B’Robotics. We are proceeding carefully and in phases to ensure that no value is lost.
What exactly is changing?
Most things will stay the same. We’ve clearly listed the main changes and everything that remains the same side by side.
This is changing
This remains the same
The transition phase: old and new together
Rebranding isn’t something you do overnight. During the summer of 2026, we’ll be in a deliberate transition phase. During that time, we’ll use the old and new logos together —side by side or one below the other—so everyone can get used to the change gradually and no one gets confused.
Here's how to use it at this stage
- During this period, display both logos together, not separately.
- Leave plenty of white space between the two brands.
- Preferably use the turquoise version on a white background.
- Always use the plain B’Robotics logo, without a sub-name—so no separate Campus or Innovation Center versions.
- Not sure? Contact the communications team to request the latest files.
Directions to B’Robotics
Announcement: Completed
We unveiled the new name and logo, and shared the story behind our vision with our network.
Transition Phase: Now
The old and new logos will be used together. We’ll gradually introduce the changes to our partners, students, and stakeholders and update our materials step by step.
B’Robotics as the main brand
The new logo stands on its own. We are gradually phasing out the name "Breda Robotics" from our communications, while retaining the brand equity we have built up.
This schedule is tentative and subject to change. Please check our channels for the latest updates.
What does this mean for you?
In short: few urgent items, and nothing gets lost. We’ll break it down by group.
Your partnership continues
- Existing arrangements and contact persons will remain the same.
- Start referring to B’Robotics from the transition point; update the logos as you go.
- You will receive the new materials well in advance.
Same location for construction
- The Innovation Center will remain your home base.
- You'll learn and work on the same real-world projects as before.
- Only the name under which it happens changes.
Use the correct name and assets
- Please use the new name, B’Robotics, in your publications.
- During the transition: display both the old and new logos together.
- Please contact the communications team for logos and corporate identity guidelines.
Good to know
Why is the name changing?
Our ambition is to become a hub of European significance in the fields of robotics and AI. This calls for a name that isn’t tied to a single location. B’Robotics is internationally recognizable and aligns with our growth and Breda’s innovation district approach (in line with names such as B’Wise and B’Game).
Is Breda Robotics going away completely?
No. This is an evolution, not a break. Everything that Breda Robotics has built—its reputation, partnerships, and expertise—lives on in B’Robotics. We are implementing the transition carefully and in phases.
What do you mean by B’Robotics, the Innovation Center, and the Campus?
B’Robotics is the umbrella name: the foundation that oversees everything. The Innovation Center is our building, the place where we are located. The Campus is the broader ecosystem surrounding it, comprising multiple buildings and companies in robotics and technology.
Do I need to make any changes right away?
There’s no rush. Start using the new name wherever possible, and update logos and references gradually. During the transition period, we’ll display both the old and new logos side by side to ensure the transition remains manageable for everyone.
Which logo should I use during the transition?
During the transition phase, use the old and new logos together—either side by side or one below the other, with sufficient white space. After that, the B’Robotics logo will stand on its own. You can find the appropriate files in the brand kit.
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 operate is changing.
What do the "B" and the apostrophe mean?
The “B’” refers to our roots in Breda and Brabant, as well as to our movement: beyond, bridging, and building. The apostrophe is visually represented as a diagonal angle in our logo.
Where can I find the new logos and corporate identity?
Please request the new logos and corporate identity from the communications team; we will send you the appropriate package.
We'd love to take you along
Are you having trouble figuring something out, or do you want to double-check something? The communications team is happy to help you with the transition, the planning, or the brand materials.
Email the communications team →This isn't just a new name. It's our next step.