Behind Our New Visual Identity

Clarifai's recent brand refresh, led by Lead Brand Designer Erica Knauss, involved a comprehensive, multi-phase process aimed at evolving the company's identity to appeal both to developers and enterprise customers. The refresh process began with a thorough audit of the existing brand assets and a competitive analysis to better understand the AI industry landscape. This groundwork paved the way for the development of a new brand identity system that includes updated fonts, colors, patterns, and a new logo symbolizing the duality between a neural network and the human brain. The initiative also emphasized internal education about branding, leading to increased engagement and thoughtfulness within the company regarding design and presentation. The refreshed brand identity aims to build trust and integrate a human element while remaining flexible enough to adapt to different audiences. Future projects, including cross-team collaborations, an engaging series of staff interviews, and a new headquarters design, are set to further embody and promote the new Clarifai brand.

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