Cohere
Visual Expression Support for Pentagram’s Brand Identity Work.
In 2022, we supported Pentagram for the development of the new visual identity for Cohere, a leading company in artificial intelligence and large language models (LLMs). Pentagram led the full rebranding project; our role was to contribute at the concept level as part of a wider creative collaboration.
As digital artists, we helped explore how to visually express the complexity, fluidity and dynamism of LLM technology. Working alongside graphic designers, strategists, and other CGI artists, we engaged in a shared research and creative development process.
Together, we generated hundreds of visual narratives, iterating on ways to capture the depth and movement behind Cohere’s technology. This collaborative effort led to the formation of a visual metaphor that eventually became a key part of the brand identity.
The visual metaphor evolved into a typeface, a generative design system, the logo, and wider graphic assets – all central to the final identity designed and delivered by Pentagram.
See the full project on Pentagram’s website.
Credits
Year: 2022
Client: Cohere
Agency: Pentagram
Team: Jody Hudson-Powell and Luke Powell
Ceri Stock, Helena Postigo Matey, Jonathan Quaade, Myungsik Jang, Yurii Khomovskyi, Angelica Yiacoupis, Daniel Kozma, Elif Gurbuz, Fernanda Ruiz, Lou Hisbergue, Amy Joycey, João Miranda, Zuleika Sedgley, Harry Boyd
Collaborators:
Adam Heslop
Arnaud Le Roux
Fabio Catapano
Jake Greenwood
Julius Steinhauser
Mat Hill
Matthew Curtis
NaN
Zosia Swidlicka
Selected Works
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