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WorkGraphic Design

Pentagram's dynamic branding reflects the pioneering nature of AI company Satalia

You might think of artificial intelligence (AI) as something that only appears in sci-fi movies. But AI is fast becoming part of the mainstream world, and Satalia is a London-based company pioneering its use within business, workplaces and society.

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Satalia brand cover featuring vertical stripes with gradients of red, blue and orange, overlaid with the company name and tagline "AI and the future of business

Designed by Jody Hudson-Powell and Luke Powell of Pentagram, the brand identity for Satalia has been built around a core 'timeline' animation and image library, representing the progression of individual functional solutions to transformative organisational and societal perspectives.

Mirroring Satalia's decentralised structure, individual columns of motion and colour are stacked together to form a shared collective vista. The primary colour palette is black and white, with waves of contrasting, bright gradients moving through the space, and refracted to create an infinite spectrum of possibilities, with dynamic movement showing the adaptable and responsive nature of Satalia's products and structure.

Graphic elements

The bespoke wordmark reflects the timeline motif by featuring strong vertical strokes and reductive character constructions that are matched with grotesque detailing to pair with the brand font, Untitled Sans, a modern and tonally minimal grotesque style.

The brand symbol is a simple, graphic, uppercase lambda, Λ, typographically matched to the wordmark. The glyph is a fundamental element of Satalia's algorithmic concepts, and the brand symbol forms a bold and recognisable stamp at large and small sizes when placed within the verticality of the design language.

The broader graphic language also complements the timeline through its use of vertical gridlines. It all adds up to a simple, robust layout system that not only allows structured and rational presentation of content but, like the timeline, can scale in column width and form a minimal background for dynamic typographic composition.

Satalia business card showing contact details for Imogene Nguyen, Optimisation Scientist, with the lambda symbol and address in Angel, Islington
Vertical stripes of refracted light displaying waves of bright turquoise, blue and white gradients creating an infinite spectrum of colour and movement
Satalia's brand symbol showing a white uppercase lambda within a circle on a black background with vertical lines
Vertical striped pattern with refracted light creating waves of bright yellow, green and blue gradients moving through black and white columns
Three vertical panels showcasing Satalia's dynamic brand identity with iridescent gradients of blue, pink, gold and purple, displaying the Satalia wordmark and Artificial Intelligence campaign messaging
Vertical glass-like columns with refracted light creating gradients of blue, purple, gold and white, representing Satalia's dynamic brand identity designed by Pentagram
Three smartphone screens displaying Satalia's dynamic brand identity with vertical stripe animations in blue, iridescent and monochrome gradients, alongside the Satalia wordmark and lambda symbol
Satalia's brand identity featuring vertical lines transitioning from green to white with the tagline "Innovate. Freely
Satalia wordmark displayed over a dynamic background of vertical lines with waves of bright colour gradients moving through black and white space
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