Image recognition AI startup TwelveLabs has rebranded in collaboration with Pentagram. They have been developing technology that helps machines understand images like humans, and now they have unveiled a design language that visually expresses that philosophy. The key concept is that 'image is not a flow of time, but a volume.'
Previously, videos were only perceived as a horizontal time flow in frames. However, TwelveLabs presents a new approach that recognizes the time axis spatially. In other words, the information in the video does not flow in a straight line, but rather intertwines and accumulates in space and moves organically. This brand renewal focused on visualizing this concept.
Threads of information run through the layout, and diagrams depict how images flow across dimensions. This goes beyond simple graphical representations to serve as an intuitive tool for explaining how AI models work.
The colors and typography are clear yet emotional. The brand aligns with the company’s core values of ‘intelligence that understands context, clarity with feeling, and meaningful movement.’
