How&How Creates Brand Identity for AI Platform Ideogram
How&How has launched a new brand identity for Ideogram, a platform focused on generative AI. The identity is anchored by an innovative logo of a brain that cleverly forms a negative-space 'I,' rendered in deep navy against a light white background. Supporting elements include a cream serif typeface and a color palette of navy, cream, and black. Generative visuals incorporate a violet-to-rose gradient. The verbal identity, crafted by copywriter Will Nicklin, emphasizes themes of alignment and balance. Creative Director Chris Clayton led the project, with design contributions from Robbie Isaacs and Stefano Barbieri, highlighting craftsmanship in AI branding.
Key facts
- How&How built a brand identity system for Ideogram.
- The logomark is a stylised brain with a negative-space I cut through its centre.
- The color palette runs on navy, cream, and black.
- A violet-to-rose gradient appears only in generative art direction.
- Billboard executions use wide-tracked cream serif type against dark photographic crops.
- Copywriter Will Nicklin built the voice around alignment, balance, and contrast.
- Creative Director Chris Clayton led the project.
- Brand & Motion Designer Robbie Isaacs and Brand Designer Stefano Barbieri also worked on the project.
Entities
Artists
- Chris Clayton
- Robbie Isaacs
- Stefano Barbieri
- Will Nicklin
Institutions
- How&How
- Ideogram