Design Problem
The primary objective of this logo design is to instill confidence in pharmaceutical companies, AI researchers, venture capitalists, and ethics watchdogs regarding the company's commitment to ethical AI drug discovery. The logo should attract pharmaceutical companies to partner with cure.ai for drug development, entice AI researchers to join the startup, and encourage venture capitalists to invest in the company. The logo must strike a delicate balance between these qualities and be versatile enough to be used across different marketing campaigns for decades to come. Ultimately, the goal is to market the discovered medicines to the general population for various ailments.
Design Solution
Early hand drawn sketches and vector designs were too illustrative and too literal. They also didn’t convey the company’s adjectives:
1. impactful
2. intelligent
3. fast
4. ethical
5. trust worthy
A mood board (shown above) featuring imagery related to medicine and AI was created to inspire the design direction. Initially, there was a struggle with incorporating intricate details into the logo, leading to the decision to use chip circuitry elements to represent technology.
The final logo design features a pill divided into green and blue halves, representing trust and growth, respectively. Two logo variations were developed, one with open circuitry loops and one with filled loops, balancing visual appeal and legibility at different sizes. The pills in the logo were divided into green and blue halves to symbolize trust and growth, with the circuitry pattern outlined to maintain simplicity and clarity. Accessory images derived from the pill shape are used to balance design elements across stationary kits, business ID cards, apparel, wall murals, 3D signage, and medicine boxes.
Expansion Kit
The expansion kit included a branding stationary kit, T-shirt, Polo shirt, ID lanyard, and pill boxes.
