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Entropik Tech

(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

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Affect Insights

Affect UX

Affect API

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:

Option #1

Humanizing Digital Experiences

Option #2

Emotionally perceptive & artificially intelligent.

Option #3

We measure emotions to optimise marketing ROI.

Option #4

Know how your consumers feel

Option #5

Improve Experiences using Emotion AI.

After some back and forth, we zeroed in on "Humanizing Experiences" to be their primary message.

The colors

In an attempt to differentiate them from their competitors, we started analyzing the colors they used, to ensure we stood out from the rest.

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We zeroed in on a mint gradient as their primary brand color

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The logo

We then started sketching options for what the logo for the brand could look like.

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We felt combining humans, emotion & the brand name would be a good fit for the brand

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Final Logo

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The icon evokes a feeling, which works well for an emotion AI business.

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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.

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Iconography

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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