We are at a moment of great transformation for AI. At the beginning of 2019, Microsoft’s new leadership at Bing Design studio was looking for a fresh identity to represent Artificial Intelligence + Research & Bing studio (AI+R&B). The simple request is to bring humanity and intelligence together. Creating an identity that can represent the AI+R&B now. Also throughout the many changes ahead prompted a thoughtful dialogue internally and with the design studio core values.
In phase 1, I generated a simple monogram mark to serve as the identity for the AIRB. Using the same elements and underlying grid, the design extended that identity to each of the design groups that lie at the heart of the AI+R&B ’s activity. In phase 2, I introduced humanity to the mark. Started with organic nature element and human creative element, etc.
The result is an interrelated system of glyphs that at once establishes a self-evolving identity for AI+R&B, but celebrates the diversity of activity that makes the Microsoft AI group great. A dynamic identity that illustrates the design studio’s ever-changing nature. Segoe bold, central to Microsoft’s communications, has been reinstated to support the overall system.
AI+R&B Identity_The mark
The identity is created with two elements:
1. The mark
2. Organic creative element
The mark plays an important role in representing the AI. The concept behind the system is that there is no default state for the mark.
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Here is the thought process behind the identity work. At phase one, I try to define what does AI represent. Then this question on Quora catches my attention. “What distinguishes AI and non-AI algorithms? Does the media just call every computer algorithm an AI nowadays? “
For traditional Algorithm, it takes some input and some logic in the form of code and gives you an output. For a Machine Learning Algorithm, it takes an input and an out and gives you some logic which can be then be used to work with new input to give you an output. That logic which is generated is what this ML. So, if we consider the traditional Algorithm as Physics, then the AI Algorithm is like Chemistry. AGI is more along the lines of Biology and Parametricism. With that thinking, I generated a simple ML monogram to serve as the identity for the AIRB. Using the same elements and underlying grid, the design extended that identity to each of the research groups that lie at the heart of the AI+R&B ’s activity.
With that thinking, I generated a simple self-evolving monogram mark to serve as part of the identity for the AIRB. Using the same elements and underlying grid, the design extended that identity to all canvas, all groups.
The identity can only be successful through its proper application. At phase 2, I introduced humanity to the mark. Started with organic nature element and human creative element, real-life element, and colors.