Artificial Intelligence for Justice Lab
Individual Work Project
Fall 2019, University of Toronto
Project Type: Branding Design
Project Duration: 2 Weeks
Tools: Adobe Photoshop and Illustrator
Working as an Research Assistant in the Aritificial Intelligence for Justice Lab, my responsibility involved designing the new lab logo to convey a contemporary and high-tech brand image.
I started out by combining the three initials “AIJ” with varied spatial compostions and created 6 basic compositions and some variations in line drawings.
Given the feedback from the lab director, option “1B” and option “5” are kept and the client also wanted the logo to look more tech-related. I then tested several design possibilities to represent Artificial Intelligence over the two selected options: using horizontal splits, neuron network, or adding a brain icon. In this round, option 1B is selected for its simplicity.
Further iteration on the form of the three letters was conducted to find the right proportion and the middle option is kept because the “A” letter looks more dynamic.
Four colour palettes are tested in the final round. Mostly in blue shade to give the high-tech feeling and I also tested the option to give a different colour to thethe letter I and J to make them look more like two human figures. In the end, the vibrant gradient blue palette was selected.
Final Design was selected by lab members through a voting process. Text label is also added for clearer representation.
Wenzhao zhang， 2020