Interview about Ai Academy Branding, winner of the A' Graphics, Illustration and Visual Communication Design Award 2020
Ai Academy logotype draws on a mood inspired by the classic fonts used in programs dedicated to the code, the so-called monospaced. Regarding for the solution adopted on backgrounds, the project, takes its inspiration from the concept of "multidisciplinarity of artificial intelligence" in relation to a fluid and characterizing state without a necessary reference to technology. The interaction between the logo and the backgrounds creates a geometric contrast that always places the logo clearly and visible, in addition, the brand has a strong recognition for the use of bold and fresh colors.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsWe created fluid backgrounds by experimenting with water-based paints on rigid cardboard supports, using a Canon reflex camera, lighting, and softboxes. The key was capturing the unpredictable motion of paints to symbolize the multidisciplinarity of AI. These visuals were then post-produced, ensuring each abstract composition matched Ai Academy’s bold brand identity.
We chose a monospaced typeface to evoke the coding environment and emphasize the brand’s strong technological foundation. This direct reference to classic programming fonts underlines accessibility and clarity, bridging AI’s complexity with a user-friendly identity. The typography complements the abstract visuals by providing structure amid fluid backgrounds.
Early experiments focused on capturing random paint flows to represent AI’s fluid, multidisciplinary potential. Through multiple trials with different color intensities and techniques, we refined a consistent set of images that aligned with Ai Academy’s brand values. Each background was then carefully edited to ensure consistency across various platforms, reflecting a unified visual narrative.
We deliberately departed from the typical tech-centric blues to create a brand that immediately stands out. Drawing from the concept of AI’s broad potential, we used vivid and bold colors to communicate energy, innovation, and a Silicon Valley mindset. This approach aligns with the goal of bringing AI awareness to diverse organizations, breaking clichés with a vibrant, modern palette.
We ensured each abstract element still carried a clear connection to the brand’s identity by emphasizing monospaced typography and consistent logo placement. For conventions and digital platforms, we provided versatile layouts that highlighted service information without losing the brand’s unique fluid style. This combination made Ai Academy’s offerings understandable while maintaining a visually engaging look.
The sharp lines of the logo and the monospaced typeface offer a structured contrast to the flowing paint textures. This deliberate tension mirrors the core concept of AI: a blend of structured technology and endless creative possibilities. By placing the logo prominently against dynamic backgrounds, viewers immediately recognize both the brand’s strong identity and its multidisciplinary scope.
We focused on differentiating Ai Academy by translating the brand’s essential values—technology, data management, creativity—into abstract visuals. The monospaced typography and the bold color palette provided clarity amid the fluid designs, helping the brand stand out in a crowded market. This cohesive visual system laid the groundwork for international recognition, culminating in the A’ Design Award.
Consistency was key. We adapted each abstract background to different aspect ratios while retaining the vibrant colors and signature paint textures. The logo placement and monospaced typography remained constant, ensuring brand recognition. Additionally, we used a clear set of guidelines so that every social channel conveyed the same visual impact, no matter the format.
The main insight was how effectively abstract visuals could communicate the brand’s core message—AI’s fluid and ever-expanding nature—without relying on typical tech imagery. We discovered that by focusing on color, texture, and contrast, we could evoke the broad scope of AI services in a visually appealing way, helping Ai Academy stand out in a saturated market.
The brand’s fluid visuals and abstract focus are designed to evolve with new technologies and emerging AI applications. By retaining the core principles—monospaced typography, bold color palette, and geometric contrast—Ai Academy can easily incorporate fresh background styles or additional color variations, reflecting the ever-changing nature of AI while staying recognizable.
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