Pentagram designs branding that references machine learning

06 : 07 : 2017 Branding : Technology : Design

London – The design consultancy has created the visual identity for machine learning start-up Graphcore.

Graphcore branding by Pentagram, London Graphcore branding by Pentagram, London
Graphcore branding by Pentagram, London Graphcore branding by Pentagram, London
Graphcore branding by Pentagram, London Graphcore branding by Pentagram, London
Graphcore branding by Pentagram, London Graphcore branding by Pentagram, London

Pentagram tapped into Graphcore’s artificial intelligence (AI) expertise to create a visual identity inspired by machine learning. The design agency has developed a typeface that features multiple versions of each letter at different resolutions to reflect how machines process information by consuming huge amounts of data and piecing together smaller fragments to establish context.

‘These low-resolution fragments of images are how a machine perceives the world, recognising small objects and pairing smaller objects,’ says Jody Hudson-Powell, partner at Pentagram. ‘We are interested in this idea of resolution. They can be broken down from perfect and organic – our perception of the world – to minute, pixelated fragments.’

The typeface can be programmed to generate different shapes as a user types or modified to suit a particular mood or need. For example, the letters could become smooth and organic to suit a social topic, or pixelated to suit technology-focused content.

The Big Picture

  • As AI enters the mainstream, designers are developing visual identities that aim to help users relate to machines
  • Brands such as EyeEm and artists such as Lawrence Lek are exploring whether AI can replace humans in certain tasks, and the wider implications for humanity