Intuition Engineering provides technology consulting to companies using AI solutions. The integration of AI technologies makes life easier for major companies, keeping the overwhelming majority of computational problems out of sight and out of mind. Here at ONY, we tried to show how a complex technological product can be made simple and understandable for the client. We arrived at a restrained, minimalistic design: a calm, academic gray color scheme, subtle semantic graphics and a strict, modernist approach to layout.
We used an AI-based approach to find the naming solution we needed. The company’s naming machine analyzed which words evoke the associations we need, and suggested its own version: “Intuition.” The last task was to give it a more technological character.
For that, we chose a spelling that resembled programming code, with narrow and contiguous letters that resembled a monospaced typeface. We added one last special feature: the blown-up and trimmed “paint traps” inside some symbols, which added brutality and rigidity to the logo.
Intuition’s visual language reflects the processes that go on within an artificial intelligence construct. It represents how data appears, moves and evolves from simple structures into more complicated ones. Animations provide the opportunity to observe the inner workings of a neural network, how it analyzes information and makes decisions.
Tracking markers and thin lines serve as graphical foundations. On the one hand, this helps avoid embellishment and emphasizes the academic nature of the company's development; on the other, it gives more space for alternative interpretation. This approach makes it easy to generate new images for illustrations.
The neon “plus” sign, an icon for displaying incoming information, became an independent element of brand identification even without using a logo. This is the main symbol of a new world, created within the mind of artificial intelligence.
Intuition’s branding stands out from the competition, as there are no complicated and bulky graphics solutions. The absence of a specifically Russian identity furthers the company’s efforts to enter the international market.
