Indivd creates a balance between technology and people

Individ’s new brand identity consists not only of a logo but of an entire design system with different elements. All of which contribute to creating a visual language and a coherent and clear expression.

– In our proposal, we try to focus on people. We have done a lot of research to better understand how individuals, in general, feel about AI. We have understood that most people have a hard time understanding what AI is and how it actually affects our daily lives. That is why we wanted to build a bridge by trying to create a design language that makes the technology more tangible and relatable, says Lina Hägg, who together with Moa Lander and Mathilda Boalawong, is part of the team from Berghs School of Communication, which have developed Individ’s new winning balance concept.

An important starting point

– Individ create a balance between different phenomena such as AI and humans, data collection and integrity, e-commerce and physical commerce. Balance is an important starting point and a prerequisite for the future, they say and conclude:

– When the debate about data collection is put on the shelf and the imbalance between e-commerce and physical commerce is evened out, it will still always be the core of Indivd to never forget the people behind all data. Data gathering continues to grow at a high speed and balance will always be necessary, no matter what time we live in. Balance is a word that everyone understands and can emotionally relate to in an industry that is growing rapidly and is constantly evolving.