Project —
Facebook Artificial Intelligence

Seeing
The Unseen

Industry

  1. Artificial Intelligence

Services

  1. Strategy
  2. Identity
  3. Motion

Working closely with Facebook’s AI and Applied Machine Learning teams, Airlift developed a full brand system, from the primary mark to strategic experiences in the world. This visual language helped organize the work of researchers, engineers, designers and the wide range of skills required to make AI possible in the world.




While AI may not always be seen, it’s impact and influence on our world is what our design system captures — seeing the unseen. Creating a design language that bridges the tech-forward with the relatable and approachable.







We created a system that could be used within the research community as well as applications that scale across much of Facebook’s AI marketing programs.



This bold and lively new AI brand language celebrates the team and captures the master Facebook brand.

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The new AI brand was revealed at 2018's F8 conference and continues to show up in the AI research and development communities.