OKTO’s sleek and simple identity for AI company Depict challenges the typical look of SaaS brands

In a field largely dominated by the sophisticated algorithms of big tech, Swedish AI company Depict create AI-powered e-commerce solutions (using computer vision and deep learning) that help smaller e-tailers serve up product recommendations to their customers. In search of a revitalised identity and tone of voice, Depict teamed up with Stockholm-based studio OKTO; resulting in a visual language that captures the essence of the company’s product offering with simplicity and clarity.

Explaining the thinking behind the logotype and symbol, Design Director Richard Hedberg reveals that the logo is a symmetrical shape depicting eyes facing inwards, “as if inspecting the centre from all angles.” Taking this a step further, each eye also forms the shape of the letter ‘D,’ subtly referencing the brand’s name. “The overall feel of the symbol had to be clean and simple yet have a techy feel and play well with the typography,” he adds.

Early on in the development process, it was established that, for this typographic direction, a geometric sans serif would be the best fit. In searching for a typeface that wasn’t “too traditional,” Displaay’s Roobert was identified as the perfect choice. “Roobert offers a very fine balance of traditional straightforwardness, mixed with quirks and details that give it personality. From straight terminals to smooth curves and other small details, it provides a tech feel that still feels human and approachable,” Hedberg explains.

Contrasting against the typical look of SaaS solutions, OKTO opted for a primarily black and white colour palette to create an airy and scaled-back style that feels modern and smart. The idea to introduce colour – seen in the icon set – takes visual cues from the way light is reflected through glass. “An early reference for the product was the physical shopping window, where a curated selection of products is hand-picked in order to appeal to customers,” Hedberg details, with a range of pastel gradients also being introduced to create unique effects reminiscent of light rays.

OKTO

Depict