Figure

Expand human capabilities through advanced AI.

Apr 04, 2024

This article is part of a Brand Strategy column focused on uncovering the associations behind the world’s most disruptive brands. See all reviews

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Brand Mission (Why we exist):

Expand human capabilities through advanced AI.
Figure is a mission-focused company. We aspire to create a better life for future generations and will dedicate our time and resources to this pursuit.

Brand Vision (Why we exist):

To deploy autonomous humanoid robots on a global scale to solve challenges within the labor economy.
We envision a future where humanoid robots are the universal interface in the physical world. In the early days, our humanoid will be deployed into the workforce to perform corporate tasks in areas with significant labor shortages and jobs that are undesirable or unsafe. Longer term, humanoids will play an important role in many areas such as assisting individuals in the home, caring for the elderly, and building new worlds on other planets.

Brand Values (Who we are):

Move fast & be technically fearless
Hesitation is the enemy of momentum. We are tackling today’s most complex technological challenges by testing, experimenting, and taking calculated risks to embrace the unknown without fear of failure.

Product first, mission focused
Our product and our mission are one in the same: to bring a commercially viable humanoid to market. We are builders, designers, and engineers united by a commitment to that mission. We avoid distraction and unrelated activities to remain laser-focused on shipping a safe, high quality product.

Aggressively optimistic
Building Figure won’t be an easy win; it will require decades of commitment and ingenuity. We’re humbled by our mission, and aspire to remain optimistic even in the face of enormous hurdles.

Maximize future impact
We have what it takes to build the most groundbreaking company on the planet — to create an inspiring future for generations to come with improved access to goods and services, safer working conditions, and more opportunity for fulfilling work. Our focus is on what we can achieve 5, 10, 20+ years from now, not the near-term wins.

Championship mindset
To address the extraordinary demands of our work, we believe in operating as a winning team. We are in the trenches together, collaborating in-person, remaining hyper-focused, and pushing each other to the highest levels of performance.

Descriptor (What we do):

Figure is the first-of-its-kind AI robotics company bringing a general purpose humanoid to life.

Brand Personality (How we express ourselves):

Sleek
Tech-focused
Optimistic

“Culture”, Figure, accessed April 04, 2024, https://www.figure.ai/culture

“Figure”, Figure, accessed April 04, 2024, https://www.figure.ai/

“Figure”, Red Antler, accessed April 04, 2024, https://www.figure.ai/culturehttps://www.redantler.com/work/figure