We’re bringing together the best minds in AI, engineering and mobility to deliver a fully autonomous shared transport service for Europe’s cities.
Five AI mission statement, 2018
I’m not into cars. But robot cars, and Five AI’s vision of a potentially better future, definitely piqued my interest. So I got onboard to help with brand as they geared up towards a launch event, a big recruitment drive, and a generally broader public profile.
With an already existing fleet of branded vehicles, a new logo wasn’t on the cards. So here’s some of what I did instead...
With an already existing fleet of branded vehicles, a new logo wasn’t on the cards. So here’s some of what I did instead...
First thing’s first — I tidied up the existing logo and created a secondary shorthand symbol that could be used across social media, Slack, Google etc.
Taking inspiration from the office walls, I then started to explore how the broader identity could be elaborated, using a set of shapes and patterns (a graphic, abstract representation of a smart and progressive artificial intelligence), through presentation templates, internal campaigns and team merchandise.
Taking inspiration from the office walls, I then started to explore how the broader identity could be elaborated, using a set of shapes and patterns (a graphic, abstract representation of a smart and progressive artificial intelligence), through presentation templates, internal campaigns and team merchandise.
An update to the website was next, which featured a friendlier choice of corporate font, as well as lots of new illustration and animation.
Mainly because I wanted something big and square to go on a tote bag, the ShAIpes™ were updated and formalised into a modular and reusable kit of parts. This new system could then be easily applied to marketing materials in a variety of ways.
Five AI’s showcase and launch event at The Design Museum in London.
As part of the showcase, visitors could explore an autonomous vehicle, and with the aid of an interactive display system, get an idea of what it was like to be a passenger on an autonomous journey.
The iconography system developed for the in-car display became a handy visual tool for all sorts of messaging.
Alongside ongoing comms for events and campaigns, there was also the task of building and maintaining a social presence. The team were very much into writing articles and blog posts, be it for recruitment or just to tell the world what they were up to, and as there are only so many times you can use the same image of a car, I instead opted for illustration to help alleviate subjects such as driver safety, data packages, and sensory depth perception.
While the identity progressed, I created a website and accompanying document for the wider team, to act as an introduction to the brand as well as a destination for tools and guidance.
Though there was no official rebrand (in this phase), the identity had definitely evolved. A new look and feel had been defined, that even without a logo on display, was still very much ‘Five AI’.
Eventually, as part of a second phase, there was a rebrand, and you can see some of that here.
Eventually, as part of a second phase, there was a rebrand, and you can see some of that here.
