Microsoft has taken technology to greater heights with artificial intelligence and its Copilot+PC, touted to be the fastest and the most intelligent Windows PCs ever built. The computer company reeled in digital studio Koto to create a brand identity for Copilot+PC.
Koto believes the brand is built on the idea of ‘illumination through AI’, positioning the power of artificial intelligence as seamlessly integrated into daily life. It believes Copilot+PCs aim to make life brighter by lightening workloads, enhancing human creativity, and illuminating the day-to-day.
The digital studio drew inspiration from the gradients of the Copilot logo. Koto said the system uses illumination as a metaphor for AI’s role in enhancing daily life, whereby the color spaces are drawn from natural light through different times of day, and typography embeds these spaces with subtle sheen.
The system integrates the Copilot+PC UI as a core design element of the identity. The glassy prompt language works as a unique signature for Microsoft’s approach to AI, while the illuminated treatment brings about a sense of depth, sophistication and tangibility. Koto codified a robust motion design system and art direction, capturing the idea of a new dawn. It used natural light to represent Microsoft AI and brought about illumination.
Koto said the brand language allows for flexibility and cohesive visual storytelling across multiple cross-channel environments. The new design reflects fusion of technology and humanity. Sam Howard, the Creative Director at Koto, said the digital studio focused on building a brand that puts people at the heart of the experience. It shows the true power of Microsoft AI in elevating and enhancing daily life.
Howard highlighted that balancing the power of an emerging new technology with a sense of humanity and approachability is the biggest challenge. “Gradients are something that already existed in the Copilot brand, and at the same time have also become a bit of a category convention, too. We knew we could leverage this as a core element of the brand to really quickly signal that this is an AI product.”
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