Responses by Marc Anderson CEO/design director, Rainfall
Background: DeepCube is an artificial intelligence company creating deep learning technology so that devices can make intelligent decisions faster and more efficiently than before. The company was in need of an identity that communicated to potential investors, partners and potential employees the advanced nature of the product without being too explicit about the details of its approach.
Reasoning: As we explored the behavior of artificial intelligence, we came to the insight that the easiest way to explain its function is as a framework through which computers recognize information and respond accordingly based on previous experience. At the same time, we were thinking about how humans craft their identity and personality, and whether we could use technology to mirror that human behavior for DeepCube’s identity. To pair machine intelligence with human personality, we built a system so that our logo could come into contact with individuals or environments and present a unique version. If it comes into contact with that individual or environment again, it will recognize them.
Challenges: The visual execution of mark took a great deal of iteration because we knew the mark should likely be cubic, but at the same time, unique enough to distinguish it from every other cube shaped logo. The name DeepCube is funny because it’s an oxymoron—designing it literally would be something akin to drawing Mary Poppins’s bag. In order to balance the cube shape with a nod to DeepCube’s expertise, we created what we call “A brain in a box” that is a literal representation of DeepCube’s platform.
Favorite details: The alternative “avatar” that we created by distilling the visually complex dynamic mark into a handful of dots and lines. Thematically, it fits the narrative of environmental adaptation in AI, while in practicality enabling DeepCube to choose whether the application will allow for the detailed mark or if it would benefit from simplicity.
Visual influences: Diffusion tensor images that depict the fibers and neural connections within the brain. They became the basis for how we visually composed the “brain” portion of DeepCube’s logo.
Anything new: We specialize in digital and product design, and for this engagement, we used our process from that expertise to tightly integrate our technology team, Hoodies, throughout the creative exploration phase. That integration allowed the experiments to inform and inspire various visual elements as we honed in on the final look and feel.