General enquiries
[email protected]
New business
[email protected]
Cambridge University’s Centre for Human Inspired Artificial Intelligence
‘Artificial Intelligence, with humanity in mind’ Working collaboratively with the CHIA leadership team of Cambridge University we developed a compelling brand strategy and identity for the new centre. CHIA’s purpose is to ‘advance AI for the benefit of humanity’ and to act as ‘creators with a conscience’. We defined their purpose, brand behaviours, taglines and key messages.
Connected to the strategy we created a design language that blended the human brush strokes with digital technology, forming new structures and shapes. The logo is a typographic wordmark configured to represent an abstract human form, that interacts with the dynamic brush lines.
The colours and organic lines create a welcome contrast from more techy styles of other institutions with unsettling diagrams of brains and computer chips. The organic brush strokes are drawn robotically in three dimensional space to form icons that represent different focus areas of the centre.
It's now two weeks since the launch, and people absolutely love the CHIA branding! The idea of human-inspired and human-centric AI is super timely, but it seems to really be the branding that sets the tone right and makes people fall in love with the CHIA concept. ”
ANNA KORHONEN
Director CENTRE FOR HUMAN INSPIRED AI,
Professor of Natural Language Processing, Cambridge university