Language AI platform Cohere has teamed up with Pentagram to unveil a new identity. Cohere has built linguistic AI technology to be available to any software engineer in any company without the need for hard knowledge and massive computing power. Whether it's a law firm looking for information in hundreds of court documents or an online community looking for hate speech quickly, this is a great service.
Symbols were brought from the natural world with the keyword New Nature. A rapidly growing and learning language model represented as a living cell. Cells are used as metaphors to express various shapes based on Voronoi diagrams found in nature, such as giraffe patterns and beehives. Cell-centered identities are incorporated into symbols and wordmarks, including logos, typefaces, palettes, icons, and pictograms. It expresses organicity with imperfect geometry. Natural colors and computerized colors are harmonized.
It is nice to meet a brand that gives a 'alive' impression rather than just a glittering geometric brand on a dark background that comes to mind when thinking of AI or new technology. I think it's not an expression that focuses on technical keywords that people might be interested in, but a branding that reveals the characteristics of the target well. In the future, when technology is no longer surprising, it will be important to express well what kind of utility it gives us again.
