Simplicity and consistency build connection.
Understanding AI is a skill. Explaining AI is an even greater skill. While the IBM Watson name was recognised, the brand was in need of more consistent messaging and a clearer identity. With a domain as complex as AI, communications have to be simple and consistent to ensure messages breakthrough.
The goal is to establish global consistency through a unified design language across data visualisation, motion graphics, photography, product interfaces, illustration, and print. Using the overarching IBM design language as a basis to build from, the design evokes the feeling of energy and positivity, mimicking the characteristics of the Watson mark.
Abstract concepts associated with AI were defined visually, empowering a consistent representation of complex subject matters with data represented by a dot and intelligence represented by a colour. The system provides structure but has the flexibility to scale at the speed of AI.