Designed by humans, for humans
Creative work with gravity
Orbit is our curated selection of creative, branding and design work we keep coming back to. The ideas with pull. The projects that prove great creative thinking is not just about how something looks, but how it expresses itself, creates conversation and earns a place in culture.
Designed by humans, for humans.
One of the freshest branding projects we've seen recently is the new identity How&How created for Ideogram.
What's interesting is that it isn't trying to look like every other AI company. Instead, the identity feels distinctive, confident and full of personality.
There's also a bigger idea sitting behind the work. In a category built around artificial intelligence, Ideogram recognised the value of partnering with a branding agency to define how it should be seen and understood.
That feels significant.
Perhaps the biggest irony is that a generative AI company chose human creativity to create a distinctive identity in the first place. That alone says a lot about the enduring value of human taste, instinct and creative thinking.
Read more and catch up on the full issue here: Orbit Issue 09.
Explore the creative work we love, and everything else in our Orbit here.
