ZETEC AI
A startup AI company wanted to create a brand that stood out within the explosion of AI companies in today's market place. A simple google search of AI company logos will quickly illustrate how "cookie cutter" AI brands are presenting themselves, so we wanted to take a different approach.
We created a brand that focused on the human power that guides AI implementation, making it more relatable to general public who see AI as chatGPT or image/video generators like Midjourney or Sora. As a "Human-Driven" AI brand, Zetec focuses on real world problems faced by real businesses who's people are starting to integrate with today's artificial intelligence solutions.
Primary Identity
Alternate Use Logos
Connecting Humanity to Technology
With "Z" being one of the most angular letterforms in the english alphabet, trying to find a way to make it feel more human was our first challenge. The client wanted an overall clean, corporate aesthetic, which isn't inherently humanistic by nature. So what is more human than looking eye to eye with someone? This idea became the root of shaping a Z into something relatably human.
The rounded Z as a logomark ended up connecting with the client, but we still needed to bring technology into the mix. A stroke in the letter Z has been a common way of distinguishing the letter Z from the number 2, and it's common to see something that looks like a Tilde in more elegant typefaces. For this brand, the tilde could not only serve as stroke in the letter, but also bring in a code element which speaks directly to the technology side of the business. In coding, a tilde has many meaning and uses, which worked well to communicate the companies technology capability working hand in hand with their human expertise and understanding.
Color Palette
The client had an existing color palette they wanted to stick to, with green and gold being the most important to the way they saw their brand. With some minor adjusting, we created a color palette that felt clean and modern, without feeling like it came straight out of the renaissance era.
Typography
We wanted to use a readily available Google font that would work easily across operating systems, devices and web browsers, and Oxygen served as a great sans serif font with a modern, human feel.
The Branding at Work
Digital V Card
FB Cover Image
Social Post
Page Headers
Profile Picture Template
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