Beacon in the AI universe.
With a brand design that is as progressive as it is high-quality, we give the brand a decisive appearance. Graphic complexity is reduced, the processual character of the AI is emphasized, distinctiveness is promoted – from the logo to the visual language to the design principle.
Logo
The Aleph Alpha logo was already established. However, we have refined the proportions of the figurative and word mark: It is now balanced and harmonious. In this step, we also fine-tuned the logo so that it is optimally displayed even in extreme sizes – very large as well as very small.
Typography
The new corporate typeface is Raleway: without serifs, modern and confident. Its appearance is classic, but it is optimized for use in digital channels. Its different weights and special accents on individual letters allow for a balanced and sophisticated typographic design. Clear font hierarchies ensure a smooth reading experience.
Corporate colors
When it comes to colors, reduction is the key. A light shade of gray is complemented by deep black. They provide a restrained stage for the bright neon tone to shine as an explicit interaction color. As a colorful triad, they make Aleph Alpha unmistakable in the competition.
Highlight: the interaction
A click, a mouse movement, emphasis during a presentation or accents as part of an animation: where something happens between a person and the medium, this specific interaction is highlighted with its own color tone. A strong neon tone gives these moments their very own character in the Aleph Alpha look.
Visual world
Humanoid robots, generic data streams or vague fantasy motifs: the visual representation of artificial intelligence often ends in clichés. What was needed was an image concept that consciously breaks away from this. AI evokes associations with movement, complexity and fascination. This impression is also reflected in the imagery in the digital space: images build up dynamically, appear fluid and agile – thus emphasizing the processual character of AI technology.
The visual world is divided into two areas: “Network & Artifical Intelligence” focuses on abstract rhythms and dynamics of natural and artificial processes. “Human Flourishing” emphasizes the human component in the redefinition of the imaginable.
Design principle
The brand design defines certain parameters, but the individual design elements can be used freely within the creative guidelines. As open, exploratory and collaborative as the company itself is, the overarching design principle allows just as much freedom.
