Everything is data
Working for Wijs (currently Springbok) I've designed a digital identity for a company that uses AI to accelerate the discovery and development of new drugs and other scientific purposes.
We created a visual identity that aimed to be unique, personal and ever-changing. The shape and colour of the logo adapts to certain parameters (eg location, time, interaction, etc) ensuring every encounter feels distinct and meaningful.
Brainstorm
It was a close collaboration with the client to understand what the company does, what it stands for and how it wanted to be perceived. Through brainstorming and associative thinking we generated a range of potential ideas.
Exploration
We agreed from the start that the logo were to be a living system that can adapt to different contexts and applications inspired by dynamic and interactive logos (like yūgen). From there we've explored concepts of connection, revelation and permutation which are all relevant to the field of AI and deep learning.
Through sketching, illustration and coding the ideas came to life and revealed their dynamic potential. I eventually presented a curated selection to the client.
Ultimately we arrived at a concept inspired by the layered structure of deep learning itself, with each layer revealing new information. It emphasized the human dimension behind the technology.
