Dan Sherratt Digital Designer

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Pentagram recently released their beautiful rebrand for Graphcore, a machine learning startup.
With it came an article from Fast Company, on how Graphic Design's next great challenge was branding AI.

AI is a tough one, historically it is borne of Sci-Fi interfaces of the time, 2001, Terminator and more recently, Iron Man have all exhibited futuristic interfaces of chrome, LEDs and neon.

The reality is that AI is no different to any branding, it's just never had a reason to be taken seriously until now.

Pentagram did a phenomenal job interpreting how machines see the world, I have tried to interpret how the concept of decision making can be visualised digitally.

Branding Artificial Intelligence

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