Figure Brand Guidelines: From Chrome Figure 01 to a Textile-Clad Figure 03

A founder, a humanoid and a partnership with BMW.

Figure AI, Inc., which calls itself simply Figure, was founded in 2022 by Brett Adcock, English Wikipedia says; he had earlier founded the electric-aircraft company Archer Aviation and the recruiting marketplace Vettery. TechCrunch, reporting in September 2025, also dates the founding to 2022. The company describes its purpose in one line on its own website: “to bring a commercially viable humanoid to market.”

Its address has moved within Silicon Valley. The Robot Report described Figure as “Sunnyvale, Calif.-based” in August 2024; by September 2025 TechCrunch gave its base as San Jose, California. It remains a private company backed by venture investors. TechCrunch reported that its Series C round in September 2025 was led by Parkway Venture Capital, with Brookfield Asset Management, Nvidia and Intel Capital among the participants, and that in April 2025 Figure said it sends cease-and-desist letters to share brokers it has not authorised. In July 2026 the company posted a further notice about unauthorised attempts to sell its stock.

The first robot, Figure 01, was a two-legged machine for manual work, aimed first at logistics and warehousing, according to English Wikipedia. Figure says F.01 “took its first steps in May 2023.” In January 2024 the company announced a partnership with BMW to bring humanoid robots into car production, and The Robot Report wrote that earlier that year Figure had sent a robot to a BMW plant in South Carolina for testing and to gather data for training its AI models. Figure also worked with OpenAI on language models for its robots; English Wikipedia says that collaboration ended after about a year, with Adcock saying that controlling a robot at high rates had become the harder problem.

Chrome, then matte black, then soft goods.

Each generation of Figure’s robot has looked different, and the changes are documented. When Figure 02 was unveiled on 6 August 2024, The Robot Report noted that the most obvious change was a matte black finish to the robot’s “skin” in place of the chrome metal finish of Figure 01. “Where Figure 01 looked like it was wearing a suit of armor,” the magazine wrote, “Figure 02 looks like a modern sports car with curves and fit and finish.” The cabling, deliberately routed outside the body on Figure 01 to make testing and repairs easier, was moved inside the limbs; the battery was built into the torso; and the robot gained six RGB cameras and hands with four fingers and an opposable thumb, the company told the magazine. The Robot Report had already given Figure a 2024 RBR50 Innovation Award for its pace of development.

Figure 03, introduced on 9 October 2025, went further. Figure says it was a ground-up redesign of hardware and software, and that the robot is covered in soft textiles rather than hard machined parts, with soft goods that are washable and can be removed or replaced without tools, and optional garments in cut-resistant materials. Its company page says F.03 “was reimagined for home use” and introduced “a softer look and feel to better suit everyday living environments.” The company also lists a camera in each palm, fingertip sensors developed in-house and wireless charging through coils in the robot’s feet, so that it can step onto a stand to charge.

The software carries its own name. Helix, which Figure calls its vision-language-action AI, was announced in early 2025, and Helix 02, which the company says extends autonomy to the whole body, followed on 27 January 2026. Figure’s news pages since then have been dominated by short films of the robot at domestic tasks — loading a dishwasher, folding laundry, tidying a living room — which together make up much of how the brand now presents itself.

How humanoid makers present themselves.

Humanoid and legged-robot makers sell machines that most people have only seen on a screen, so video carries much of their identity. Boston Dynamics built a public following through clips of its robots: a 2017 video of the Spot quadruped opening a door for another robot reached the top of YouTube, “Parkour Atlas” followed in 2018, and in 2025 a troupe of robot dogs danced on America’s Got Talent, according to Wikipedia. When Hyundai Motor Group completed its purchase of the company in 2021, its announcement video showed Atlas dancing beside a child, The Robot Report noted.

The newer story is work. Makers now show their robots in factories and warehouses rather than in labs: Agility’s Digit handling totes for the logistics group GXO, and Boston Dynamics’ electric Atlas being trained to sequence car parts at a Hyundai plant in Georgia, as each company describes it. Press releases lean on customer names, pilot sites and hours of operation, and trade reporters such as The Robot Report and IEEE Spectrum follow those claims from launch to deployment.

Launches happen on stages built for that audience. Agility presented a redesigned Digit at ProMat, the material-handling show, in 2023, and Boston Dynamics unveiled its new Atlas at Hyundai’s media day at CES 2026, the companies say. Research conferences such as ICRA, the IEEE’s robotics and automation meeting, and the World Robot Conference in China play the same part for engineers and the trade.

Identities shift as the companies grow up. In March 2026 Agility Robotics became simply Agility, with a refreshed logo that the company said was inspired by the hardware and software it builds, The Robot Report reported. This guide sets out what can be checked about each company: who founded it, who owns it, where it builds its robots, and which claims rest only on its own word.

BotQ, BMW and a furnace in Finland.

Figure makes its robots itself. On 15 March 2025 it announced BotQ, which it calls a high-volume manufacturing facility, saying it had decided to bring the building of its humanoids in-house rather than use contract manufacturers, and that its first line would be able to make up to 12,000 robots a year. The company says Figure 02 was largely machined from billet on CNC machines, while Figure 03 was designed for tooled processes such as die-casting, injection moulding and stamping, with actuators, batteries, sensors, structures and electronics designed in-house. In April 2026 Figure said BotQ had delivered more than 350 third-generation robots and had moved from building one Figure 03 a day to one an hour.

Its industrial work is reported mainly by the company. Figure said in November 2025 that its F.02 robots had contributed to the production of 30,000 cars at BMW, and in June 2026 that F.03 had arrived at BMW; in May 2026 it announced an agreement with Catalyst Brands, and in August 2026 it launched Index, a programme it describes as building a large dataset of physical work recorded from people.

The retirement of the older robots became news of its own. The Finnish broadcaster Yle reported on 6 October 2026 that Figure had shipped retired F.02 robots from the United States to Ovako’s steel works in Imatra, Finland, and filmed them stepping into an electric arc furnace; an Ovako spokesperson confirmed to Yle that the robots were real. Figure says on its website that the idea came from Arnold Schwarzenegger, who appears in the video, and that dismantling each robot would have delayed its next generation.

The name is plain and the product numbering — Figure 01, 02 and 03, shortened to F.01, F.02 and F.03 — does much of the identity work, alongside a visible change of material from chrome to matte black to fabric.

For a design guide, Figure shows a humanoid maker telling its story through the surfaces of each new robot. Compare Nvidia, one of its investors, and Agility Robotics, another American humanoid maker. For this guide we use graphite, chrome grey, a textile beige and a slate blue with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Figure’s identity on hand — save it to a board in the Made Good inspiration library.