Putting on A New Personality

Published in

Markable.AI

3 min readJun 20, 2018

Designing A Re-branding for Markable

By: Markable Chief Visual Officer, Dicky Lou

Change is not always easy. Yet it really indicates our ability to explore, adapt, update and upgrade, and to be flexible. In a cutting-edge industry, aren’t we facing changes, challenges, breakthroughs, and new things every single day?

Today, we’d love to introduce you a completely new look for Markable, from the logo to the website!

Inspiration

Our previous Markable logo served us for about 3 years — it worked well, it’s sharp and neat, but some would say, “It’s too cold!” Correct — it needed some personality. Looking at the old logo, some might also say, “What does Markable do? Doesn’t seem to read out from the logo itself.” Right again — needed an identity, too. So, we had some deep brainstorming sessions and wrote out some factors that would help us identify the new branding, from what we do to the design objective.

The business team also picked some good examples to acquire more inspiration, and now it’s the time to put pens on the paper, do the work!

First, we are an AI company, why don’t we add .AI to our logo? So we did. And this time, we picked a font much rounder, lighter, cute-er, humbler. That’s how you see the Markable.ai text logo as it looks now.

Logotype

To come up with a logotype with exact of what we want can be a challenge, in fact, it did take us quite some time to come up that one ^. We tried at least 7–8 rounds before it’s closer to the final.

One thing we are sure is that we want something interesting, something fun, something make you “see differently”, with emotion. Just like when you see a interesting game icon in App store, you’d like to download and play, we want our audience to see our branding and then be friends with us!

Here the little Octopus “AI” (pronounced like “eye”) was born. It has a big eye and multiple legs. It represents our technology’s ability to see, find and grab multiple (in fact, as many as possible) similar products from one single image or single video frame. Our CEO Joy also commented that, it represents one neural cell, related to what we are applying in our core technology — neural network in deep learning.

Color

We love the previous Markable mint #5bc4b4, but it doesn’t work very well on a white background. Also to add more dimensions, we introduced some blue, pink, and orange to the logo. Below you can see the new color palette … on a white background :).