Brand New: New Logo and Identity for ET Brain by Wolff Olins

This is a rather difficult “entity” to design an identity for — it’s not an identity for a restaurant or a company selling shoes or even a telco — as there are few points of reference or comparison for anyone involved (from client, to designer, to audience). This is similar to IBM Watson’s identity in that it has to give voice and personality to an ambiguous thinking brain making decisions while trying to make it marketable at time where there aren’t that many mass-market artificial intelligence platforms to compare against.

Source: Brand New: New Logo and Identity for ET Brain by Wolff Olins