How&How built a brand identity system for Ideogram—brain logomark in deep navy, wide-tracked cream serif, and verbal identity built on design principles.

The logomark is a stylised brain with a negative-space I cut through its centre—deep navy on off-white, rendered at a weight where the stroke reads as mass before it reads as symbol. Colour stays controlled: the brand identity system runs on navy, cream, and black. The violet-to-rose gradient appears only in generative art direction, never as a decorative tint in the identity system itself. Billboard executions set wide-tracked cream serif type against dark photographic crops, open and confident. The verbal side matches that restraint—copywriter Will Nicklin built the voice around alignment, balance, and contrast, then codified it into a brand LLM.

A Brand Identity System Built at the Edge of AI and Craft

How&How debated taking the brief through what they call their moral compass channel, but adoption won. The resulting brand identity system makes the argument that Ideogram came to make: a generative AI platform commissioning a branding studio to shape its identity is itself proof that craft, instinct, and strategic thinking are not replaceable. Creative Director Chris Clayton led the project alongside Brand & Motion Designer Robbie Isaacs and Brand Designer Stefano Barbieri.

See the full brand identity system by How&How.

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