A hard-working identity for a tireless Machine Learning innovator

Machine Discovery is a startup using machine learning to speed up complex processes and calculations. The Oxford University spin-out wanted a brand that better reflected its next phase of growth. We worked with them to establish their new, elevated positioning of “your all-powerful ally in innovation”, but with few visuals to work with and a need to simplify highly technical information visually, how could we avoid falling back on well-worn AI startup design clichés?

The answer was in front of us. As a results-driven company, Machine Discovery’s team thinks in graphs and charts. We adopted the repetitive curves and simulations that define their decks as a key part of the new graphic identity, creating a dynamic logo and complementary set of 3D renders recalling the waveforms of the iterative, incremental and automated growth enabled by their technology.

An industrial colour palette was made more distinctive with a pop of teal, optimised for the brand’s predominantly digital presence. As for the typography, we opted for the Aeonik typeface by CoType, for its balance of authority and approachability.

The overall result? A brand identity that’s fit for purpose; sending a more immediate and impactful message about just what ML can do for humanity.