CLAUDE

This is a personal project to polish my branding skills. I wanted to rebrand the cloud AI company Claude with a fresh design thinking. The branding uses a custom created typeface that represents information packets and the flow between them. It can be set as a regular text or as cloud shapes as depicted in the assets.

Posters & OOH

Typography

I have created a monospaced display typeface specifically for the brand. The square glyphs represent the information packets in information theory defined by Claude Shannon. The negative spaces inside them form the letters and when animated symbolize the information flow. Each glyph has vertical or horizontal motion depending on its main axis, but some letter that have both dominant axis have 4 different directional moves. The designer can choose between these alternatives to create a dynamic composition. The glyphs can also be used as a mask for images and videos.

Colors

Data Bars

Data bars are used to enhance the brand identity to represent various types of information the company serves through its APIs. Some of these are brain activities, rain, hurricane, wind, waves, moon orbiting around the earth, sun and the waterfall.

More Assets Coming Soon...