CitCom.ai is a European AI testing and development facility that provides state-of-the-art resources for testing and validation of cutting-edge AI technologies within the field of smart cities and communities.

As a start-up, CitCom needed a visual identity to put it on the map as a leading contributor to the world of AI development. The Identity had to be both recognisable and easy to use while, at the same time, being flexible enough to ensure its use in future scenarios as a growing company. Finally, the identity had to allow for serious internal and more expressive external communication.

The field of AI is filled with visual tropes such as “the blue light neural network brain” and “the human/robot touching hands”. We decided early on to move away from the overused and design something that felt cutting edge, but right now! In our research we came across the concept of computer vision (essentially how a computer sees the world) as an analytic element, providing high-dimensional data and connecting AI technology with the real world. This, with a hint of traditional testing symbolism, became the core idea of the identity.

The wordmark puts the name front and centre, with the custom “it” ligature implying a connection between humans and technology while being a subtle nudge to the test symbol, we know from traditional crash test dummies.

Based on the wordmark we created a logomark for use on a small scale and a set of custom icons. The colour palette is based on digital primary colours + black and white and allows for variation between a neutral and more expressive tone, for different contexts. The fifth element is a direct reference to computer vision, works to provoke thought, and creates a flexible and dynamic design system, across a wide range of media and formats.

CitComs new identity reflects not only what they do, but how they do it. It is complex, it is analytical, but it is never boring. The design lets CitCom adapt to whatever is relevant in a field that is constantly and rapidly evolving without losing sight of who they are.

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