Pienso

With their experience in designing for the AI industry, Pentagram drew on Pienso’s unique position—occupying the sweet spot where humanity, technology, design and functionality meet.

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Pienso’s AI interface is designed to be highly adaptive to its users and their field of knowledge. It’s a playbox of Lego blocks to be assembled in ways that best suit the functional goal.

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At the heart of the brand is a visual narrative that tells the story of Pienso's product features manifested as interchangeable modular tools, represented by simple geometric blocks in the vibrant brand colours.

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Both the typographic and brand colour palettes balance their referential legacy with a directness and freshness relevant to Pienso’s forward-looking vision.

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At its core the identity is stripped-back, but results in a bold and purposeful design that challenges the notion that AI is just ‘black-box magic’.

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To demystify Pienso’s technology, it was important to showcase real-life use cases, using branded diagrams and extracted product visualisation throughout the case studies.

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The Pentagram team created an imagined ‘Pienso workshop’, a fictional space that grounds the vibrant blocks in a realistic, tangible environment.

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Pienso’s design-led approach is an almost rebellious push towards progressing AI. It emphasises genuine understanding of data, by giving industry specialists the tools to create models, elevating users above technocrats.

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The new brand highlights a purposeful connection to Pienso’s origins, enabling the company to transition smoothly to the next stage of its development and push its pioneering work even further.

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