Brand Design for an AI Startup
Geet Rathi
An 18-year-old AI and analytics brand undergoes a revamp of its brand identity.
We began with a notion that has always been central to Fractal's ethos. As articulated by Agent Smith in the movie "Matrix," Fractal's philosophy echoes: "Never send a human to do a machine's job." Essentially, this highlights the belief that humans possess boundless imagination and potential.
Dots of possibilities embody powerful imagination.
The brand has evolved into a realm of imagination, with three circles symbolizing endless possibilities. By subtracting drudgery and augmenting meaning, the brand expands the capacity for new human endeavors through AI-powered solutions.
Intuitive colors and a design system were employed to create a cohesive ecosystem for the various brands under Fractal.
These three circles are now being unleashed as core brand elements, brought to the forefront of the brand's identity. As the simplest geometric shapes, circles allude to multiple possibilities. This evolution has resulted in an expansive, flexible design system centered around the circles—creating a striking and bold element that is uniquely ownable in all communications.
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Posted Jun 5, 2024
Brand Identity refresh and full blown brand design system were employed to create a cohesive ecosystem for AI Tech startup - Fractal.
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