DeepMind AI has the potential to be one of the most important and beneficial technologies ever invented. By solving some of the hardest scientific and engineering challenges of our time, we’re working to create breakthrough technologies that could advance science, transform work, serve diverse communities — and improve billions of people’s lives.
Role
Client Creative Director
Credits
Colophon
MultiAdaptor
SomeformPositive impact is the underlying ‘base note’ across the entire DeepMind identity. It sets the direction and vibe for how we feel, overall — it’s the spirit that unifies everything we do.
Use simple grid ratios, with compact and equal margins, to create dynamic layouts with precision and rigour. With simplicity, comes flexibility. From
expert to inspiring, reserved to unexpected, the layout system can flex and adapt, all while adhering to what feels uniquely DeepMind.We have a broad set of colours that together, reflect the diversity of DeepMind’s people, disciplines, ideas, and impacts on society. Designed with flexibility in mind, our approach to colour is built on distinctive combinations inspired by ‘positive impact’, and our three core principles. Accessible pairings should feel welcoming, bright and warm. Inspiring pairings should feel vibrant and unexpected. Expert pairings should feel sophisticated, refined and calm.
Built on a framework of Swiss design,
our typographic language is powerful in its lightweight simplicity. At the heart is a new flexible, workhorse brand font – DeepMind Sans. DeepMind Sans has been designed with flexibility in mind. With inbuilt variable parameters, our font is optimised to be used at all sizes, for all contexts.A vibrant blue remains central to our
identity. Used sparingly, it signifies a
front-door to DeepMind.Our typefaces can be used illustratively to convey abstract ideas or themes. Think of it as an alternative to photography or brand imagery. Our visual language is an abstract interpretation of the relations between AI models and agents and the vision of AGI. Models are represented with simplified pristine geometric objects that each have their own character. Agents are created using a procedural system that follows predefined rules. Each agent holds the capacity to connect with multiple model shapes.
Agents are connected with lines to represent the instructions and information passing between systems. They can also represent the human-computer interaction between user and system. When an agents ports are connected to others a colour bleed hints at the interaction between an ecosystem of agents.