(Brand Identity for World's leading EmotionAI firm)
Entropik Tech is a world leader in building Emotion AI tech to understand human emotions by facial expressions, eye gaze, voice tonality, and brainwaves. They were looking to
differentiate themselves from the competition
create an identity that's ready for global markets
consolidate multiple brands under one umbrella
We took this opportunity to build an identity system that would truly reflect their game-changing technology.
Where we started
Entropiktech and Affect Lab looked like two parallel brands.
Affect lab had three sub brands under it. They were looking to consolidate all of these under one umbrella
The Primary Message
We started analyzing their competitors & started digging deeper into what Entropik Tech offered. We arrived at 5 propositons:
Humanizing Digital Experiences
Emotionally perceptive & artificially intelligent.
We measure emotions to optimise marketing ROI.
Know how your consumers feel
Improve Experiences using Emotion AI.
After some back and forth, we zeroed in on "Humanizing Experiences" to be their primary message.
In an attempt to differentiate them from their competitors, we started analyzing the colors they used, to ensure we stood out from the rest.
We zeroed in on a mint gradient as their primary brand color
We then started sketching options for what the logo for the brand could look like.
We felt combining humans, emotion & the brand name would be a good fit for the brand
The icon evokes a feeling, which works well for an emotion AI business.
For the visual language, we went back to the origins of the name Entropik.
Entropy is the measure of randomness.
We came up with a visual language with particles in random motion to depict that.
Brand Architecture: Sub Brands
We then created a language for their sub-brands to get all their products under one umbrella.
We have developed custom icons that are unique to the Entropik Tech brand. These are inspired from their brand device to form a cohesive design system.
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