Google DEEPMIND
BRANDING
Google DeepMind and MultiAdaptor reached out to someform Studio to collaborate on the ambitious endeavor to redefine the visual identity of this profoundly iconic brand. This branding project aimed not only at a mere cosmetic makeover but also at delving into the conceptual realm, striving to articulate an abstract visual representation that would encapsulate the intricate essence of DeepMind's visionary pursuit of artificial general intelligence (AGI). The collaborative mission was multifaceted, encompassing the cultivation of a design language that exudes contemporaneity, friendliness, and approachability, while creating design elements that intricately mirror diverse facets of the overarching concept of artificial general intelligence.
As we embarked on this creative journey, the challenge lay not only in the aesthetic metamorphosis of the brand but, more significantly, in distilling the complex intricacies of AGI into a visually coherent and compelling narrative. DeepMind's aspiration for AGI, representing a form of intelligence that transcends specific tasks and domains, required us to conceptualise a design language that resonated with this profound vision.
On one hand, we were tasked with creating a design language that felt contemporary, friendly, and inviting, radiating the trust and openness that DeepMind embodies. On the other hand, we were challenged to conceptualize and materialize visual elements that metaphorically depict the intricate workings of artificial general intelligence. This required a deep understanding of AGI's core concepts and the ability to translate them into tangible, aesthetically pleasing forms.
CONCEPT
Beyond the surface aesthetics, we set out to design visual elements that serve as metaphors for the various aspects of AGI—whether it be the interconnected neural networks, the control mechanisms of the agents, or the overarching safety net.
The result of this design development process is DeepMind’s own unique 3D design system that utilizes three key components to create an image branding that not only is recognizable and versatile in its appearance, but also illustrates the hugely complex concepts of artificial general intelligence.
It’s an abstract interpretation of the relations between AI models and agents, thereby representing DeepMind’s vision and visually articulating the very essence of AGI. The outcome is a design language that not only resonates with the contemporary ethos but also serves as a visual testament to the boundless potential of AI.
DESIGN ELEMENTS
In our endeavor to encapsulate the intricately complex workings of AGI, we've crafted a visual narrative using a variety of shape languages, each representing a different aspect of this complex topic.
All of these elements, when interwoven, form a dynamic visual language that reflects the boundless potential of artificial general intelligence.
Simplified pristine solid objects represent the various different Machine Learning models that we have access to today. These shapes are either held in place by the larger hero shape or are floating in space offering the opportunity to put them to use. Similar to the Machine Learning models, these objects are resolute in their purpose and appearance, while offering an open expanse for utilization.
Different to these solid shapes are the larger hero objects that form the focal point of each composition - they are the visual representation of the Agents and therefore their shape language is flexible in appearance, size and arrangement.
To create this dynamic spatial expression, we created a visual system that follows clear rules and a coherent logic, while offering a wide range of variability. The appearance of these hero objects undergoes fluid transformation, contingent upon the specific Machine Learning models to which they are connected, thereby illustrating the dynamic interplay of the agents and models.
They are orchestrating the arrangement of all visual components, either providing support to the model shapes by holding them in place or allowing them to float freely in space, symbolising the potential applications at our disposal.
As DeepMind continues to push the boundaries of AI research, this newly redefined visual identity will serve as a distinctive emblem of their commitment to innovation, collaboration, and the responsible development of artificial intelligence.
SOFTWARE DEVELOPMENT
When we started developing the DeepMind 3D Design System it was clear from the get-go that the ultimate goal will be the creation of a standalone application tailored to the needs of the design team at Google DeepMind. This application would empower the inhouse team to effortlessly craft images in a cohesive visual language.
Our conceptual ideation, therefore, aimed at achieving a dual objective: On one hand, we sought to forge a distinctive and recognizable visual language that embodies the core principles of DeepMind. On the other hand, we were committed to ensuring that this design system would serve as the foundation for an independent and versatile creative application.
With our overarching objective in focus, we embarked on the initial stages of crafting a 3D toolkit. A toolkit designed to possess distinctive visual characteristics, uniquely ownable, while simultaneously providing the flexibility needed to facilitate the creation of a diverse array of compositions and narratives.
As each element within this design system draws inspiration from specific aspects of Artificial General Intelligence (AGI), our commitment extended beyond the mere creation of aesthetically pleasing visuals. It was imperative to underscore the narrative behind each abstraction, ensuring a harmonious blend of design and conceptual depth.
The user experience unfolds through a thoughtfully crafted sequence of steps and chapters, a deliberate design choice that prevents the common pitfall found in comparable software – the overwhelming array of options. The application strikes a balance between user-directed interaction and semi-procedural algorithms, streamlining the often tedious tasks required to achieve a specific visual language. This unique blend ensures the software is not only incredibly user-friendly but also clarifies its functionality as users navigate, all while providing a robust system capable of generating distinctive compositions and layouts.
Recognizing that not every user may possess prior experience with 3D packages, we prioritized creating an interface that caters to both novices and seasoned users alike.
Chapter 1: Blocking
The emphasis of these first steps lies on initial spatial layout considerations, deferring the creation of specific frames until later stages of the process. This nuanced approach ensures users can easily navigate the 3D layout of their scenes before delving into finer, frame-specific details.
The scene layout is created through the placement of simple cubes, offering users the freedom to place and move them within a designated volume. These cubes seamlessly align with a spatial grid, ensuring precision in their arrangement.
Once the user establishes this foundational input, the application harnesses a suite of procedural algorithms to transform these basic shapes into what we term "Agent shapes."
Chapter 2: EDITING
In the second chapter, attention is directed towards the secondary elements within the scene: the "Model shapes" and the generation of connecting lines. Following the placement of initial subtracting model shapes in the previous steps, users gain the ability to edit, create new, or delete existing ones in this chapter.
To ensure the consistency of the visual language, we aimed to strike a balance between customizability and limitation - for example, users have the flexibility to scale objects, but within predefined limits that ensure adherence to the design system's parameters. This approach guarantees both creative freedom and consistency in the overall visual aesthetic.
Chapter 3: Rendering
In the culminating chapter, the focus turns to the creation of the final frames. Finally the application grants the user the liberty to navigate the 3D scenery freely, employing an array of tools to manipulate the camera's position and rotation.
Our intention was to create a situation that feels similar to the immersive experience of a photographer working within a specific scene. The primary objective in this step is to emulate the photographer's pursuit of the ideal framing, offering tools to fine-tune camera settings and lighting, thus allowing users to focus solely on achieving the perfect visual composition.
Once the user has arrived at the desired frame, the application allows the rendering of high-quality images up to 8K resolution within a few minutes. And since at the core of the application is a strong focus on data, the user is able to save a project, revisit the scene at any time, tweak models or layouts, reposition the camera, and generate new frames based on previously established compositions.
Conclusion
At the project's inception, our aim was to forge a distinctive and recognizable 3D design system tailored to the needs and brand message of Google DeepMind. This versatile design system, once established, transcended its initial purpose and found application in diverse forms.
From a collection of traditionally rendered images to intricate animations, culminating in the development of a standalone application. This application empowers the design team at DeepMind to harness the custom visual language, enabling the creation of their own unique narratives within the framework of this 3D design system.
Credits
Client
DeepMind
Design & Direction
someform Studio
Branding Agency
MultiAdaptor
Creative Team
Matthias Winckelmann, Helge Kiehl, Yannik Wenk, Dominic Grejc, Chris Hoffmann, Vitaly Grossmann, Conrad Ostwald
Developer Team
someform Studio:
Matthias Winckelmann, Julius Steinhauser, Helge Kiehl, Yannik Wenk
Dreamloop Games:
Hannes Väisänen, Rosaline van Schaik, Kristian Sivonen, Joni Lappalainen
Producer
Conrad Ostwald
Sound
Chris Hoffmann