Branding for the platform for creating virtual characters
Inworld.ai is a platform for creating virtual characters using artificial intelligence in the metaverse. Inworld.ai characters are self-taught, have a good command of the context of the environment, behave naturally and easily adapt to changing conditions.
The team of Inworld.ai has worked on creating conversational AI platforms in API.AI (Dialogflow), Google and DeepMind.
The task was to work out the brand platform and identity for Inworld.ai, which will let the company enter the market confidently: at the moment the project is getting ready to launch in a narrow but rapidly growing sphere.
Before working out the brand identity we conducted a research: analyzed the competitors and target audience of the project.
The project has two target audiences: owners and top managers of companies wishing to bring new technologies into their business as well as software developers and other IT professionals related to product development. To the former the company can help to optimize business processes and to the latter — to offer convenient and easy-to-use high-tech tools.
We have worked out three possible brand development scenarios for Inworld.ai and have chosen the most advantageous one based on the archetype “The Sage”. The key qualities of “The Sage” are rationality and intellect, which fully reflects the company’s positioning as a project which delivers technologically complex solutions that help to “improve” the virtual world.
The idea of the brand is — to “understand the world through analysis and intelligence”, its values are — “technological effectiveness, accountability, quality”. Inworld.ai stands as the mentor, which can advise on how to create quality AI products.
In the logotype the letter “i” is designed resembling a little man: it reflects the company’s specialization as a platform for designing virtual characters. The logo is made in the lettering technique: the font is customized, hand-drawn. We have worked out an additional variation of the logo as well — it is a sign in a circle of a corporate color. It can be used on media for which the main logo can be too big: on business cards, in social media, on stationery.
During the research we analyzed which colors competitors of Inworld.ai use in their brand identity. It has been discovered that most of the companies choose blue, green and red while yellow and orange are rarely seen. That is why for Inworld.ai we have offered the shades of yellow and orange — thus the company will stand out from the competitors. We have also added neutral white and charcoal which symbolize rationality and logic — the company’s values.
In the typography designers have chosen minimalist sans serif fonts: Prompt as the main font and Arial as an additional one — for cases where using the corporate font is not possible — for example, in a letterhead or presentation. These fonts highlight technological effectiveness of the company and its forward-looking spirit. They are free which allows the start-up to use them without additional costs.
The pattern we have created is based on the additional logo variant: the circles in corporate color are combined in a honeycomb-like form which can be used in a limitless number of variations. Streamlined design of the pattern shows flexibility and technological effectiveness of Inworld.ai projects.