Meaning Machine logotype
for Meaning Machine — 2023
Branding
Meaning Machine is an innovative company based in the UK that's changing the ways video games are being made. By employing Natural Language AI, they're able to create interactive Non-Playable Characters (that they call "Active Agents"), for instance. Meaning Machine launched in spring 2023. The icon of the logotype was designed with human-machine interaction in mind while the wordmark represents the fun-forward and indie-scale qualities of the company. While the wordmark can seem complex at first, it has been optimised to perform well at very different display sizes.
As with every logo we make, the design process started with several sketches. During this phase, a very simple three-shape combination emerged, a sort of wink that ultimately became the icon for the logotype.
During the second phase of research, several monospaced typographic options were considered. A particular proposition combined organic curves on the first line and more dry/mechanical lines on the second one. But ultimately, this approach lacked visual impact and it was also too corporate-looking for an indie-game company. At this time, a market research document was compiled to ensure that the icon looked different enough from other logotypes featuring winking faces.
Taking all previous considerations in mind, during the third phase of research, a rather expressive and lettering-based approach was taken. The lettering matched the icon either by its weight and contrast or by the rounded or straight shapes of the edges. One of the propositions was approved and it became the wordmark of the final logotype, after a careful cleanup and harmonization of every curve.
Process pictures:
