Designing the Experiential AI logo.
“The visual identity will need to complement and help to communicate the theme among practitioners and the general public. The high public profile aspiration necessitates a clear & complementary brand identity.”
Dr. Drew Hemment - Chancellor's Fellow and Reader, Edinburgh Futures Institute, School of Design
The logo.
Experiential AI is an emerging research theme across Edinburgh Futures Institute, Bayes Centre, School of Informatics & the Data-Driven Innovation Programme.
Algorithms control our life choices in many ways these days. Experiential AI is a novel way to address the harmful and negative aspects, and increase positive outcomes for AI.
The Generative logos.
Animating the Experiential AI logo.
Fairness, morality and transparency are challenged by entanglements with autonomous systems that are in many ways unintelligible to humans.
By animating the Experiential AI logo we created thousands of versions of the logo, from each frame, to symbolise the fairness, morality and transparency of AI systems, topics that are already under investigation by AI scientists.
Building a brand.
We created a comprehensive set of guidelines to ensure consistency across the brand.
THE FOLLOW UP PROJECT:
NewReal2.0
We went on to redesign the brand, identity and website for NewReal, the follow up project from Experiential AI. With the new identity in place, we developed the next version of the website newreal.cc which took the project forward.