With the explosive growth of AI triggering a jump into a new era of opportunity and uncertainty, Ai2’s role has never been more important. It was time for a new brand to help articulate their unique approach to delivering real world impact — one that prioritizes openness, collaboration, and trusted innovation above all.

A truly open collaboration

We helped Ai2 redefine their brand strategy and positioning through a series of research sprints.

The resulting strategy centers on Ai2’s core belief that the future of AI lies in true openness. For Ai2, this is way more than a philosophy. It’s a lived belief and practical approach to foster collective intelligence, inspire collaboration and safeguard trust. 

The concept of true openness driving breakthrough impact became the cornerstone of the rebrand, shaping everything from the visual identity to an impactful tone of voice.

Framing the spark

During the inspiration phase of the new visual identity, we focused on Ai2’s core values—collaboration, innovation, openness, and inclusivity.

To bring this to life, we incorporated a framing device within the brand mark, inspired by AI architectures. Our mark is built of  four pins symbolizing individuals uniting to build something bigger. At its center, the negative space forms a star-like shape, hinting at breakthrough —those “aha” moments where true progress is made.

Ai2’s bold, audacious presence, both within the AI community and beyond, is reflected in the choice of pink as a core brand color. It has a vibrant energy and confident stance. To balance this, soft cream tones and a sophisticated dark teal were introduced, representing the brand’s considered, more nuanced side. These colors convey both precision and warmth, grounding Ai2 with a sense of experience and depth.

The logo’s corner pins expand and contract, forming an aperture to frame key messaging and imagery. Through motion, it guides the viewer on a journey, reflecting the brand’s continuous pursuit of progress.

Together, these elements create a dynamic and cohesive identity that embodies Ai2’s core values and bold vision. The resulting design system is distinctive, flexible and practical, capable of evolving alongside Ai2’s ever-expanding impact.

Creating a leader

Ai2’s brand launch in August 2024 reinforced their role as a trailblazer in AI research. 

We’re thrilled to have been part of that journey, shaping a brand that reflects their ambition to drive innovation, as well as their relentless commitment to openness and trust. We can’t wait to see where they go next.

“Archetype Brands helped us to redefine our brand at a pivotal moment in our journey. It was a true partnership right from the start — they shared our ambition for Ai2, and their collaborative approach helped craft a strategy and identity that brings our mission alive in a fresh and playful way that felt authentic. The results are stunning and have positioned us to lead the community towards a future where AI is truly open.”
– Sophie Lebrecht, Chief Operating Officer.