“AI is not sentient … it’s just another piece of technology”: Hudson-Powell on creating an identity for Graphcore

Pentagram partners Luke Powell and Jody Hudson-Powell have created an identity system inspired by machine learning for Graphcore – a UK and US-based company that makes processing units for AI applications. The system avoids techy cliches and instead features a dynamic typeface, a shape generator and some colourful illustrations that aim to make AI seem more accessible

The Humour issue

CR gets serious about being funny featuring
Wes Anderson’s Isle of Dogs, Lisa McGee,
Naresh Ramchandani, David Kolbusz, Roz Chast,
Emily Oberman, Asterix, Stephen Collins,
Dominic Wilcox and the DLR

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PRODUCT DESIGNER

Farnworth, Lancashire

SENIOR GRAPHIC DESIGNER

London (Central)