IPAI — The Global Home of Human AI
Backed by some of the most influential public and private institutions in Germany, IPAI is driven by a unique vision: to be the global home of human AI. As part of the initiative, IPAI is currently constructing a 23-hectare innovation campus in Heilbronn – the space for AI experts and entrepreneurs to meet, educate and shape the future of AI collaboratively.
Our task was to translate their ambitious vision into a scalable design system suitable for a broad range of touchpoints. In order to strike the right balance between flexibility and recognisability, we created an iconic new look with a strong sign at its core, forming the foundation for a diverse set of icons. Together with the vibrant yet warm colours and image style, IPAI creates a new, humanist identity for AI.
Our task was to translate their ambitious vision into a scalable design system suitable for a broad range of touchpoints. In order to strike the right balance between flexibility and recognisability, we created an iconic new look with a strong sign at its core, forming the foundation for a diverse set of icons. Together with the vibrant yet warm colours and image style, IPAI creates a new, humanist identity for AI.
Brand Design
Brand Strategy
Verbal Strategy
Logo Design
Signage
Iconography
Brand Implementation
Brand Strategy
Verbal Strategy
Logo Design
Signage
Iconography
Brand Implementation
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65cb7b2d3c4fd58b39722ca1_icons.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65cb7b84f9e6a88caac69859_bomber.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65c35265b05632637a1967c6_colors.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65c3526619e883e623ef268b_card.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65cb7b58df4400d3972c35de_type.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65c384f93c3171192d3d10db_screen_space.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65c3851baae08f4866aaa7f1_book.jpg)
“For such an ambitious project like IPAI, which involves a wide range of stakeholders, a strong brand is needed to unite all of our values and goals under one roof. Together with LIT, we have developed a brand that perfectly reflects our brand essence – Human & AI.”
Jella Hauptmann, Brand management
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65cb7bfdf12b0dcb517720d8_not.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65c4a43416c6452f158f7fb1_screen_table.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65c5f2800fc32ae4444106f6_top_front.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65c5f280fb8e7d7f90654a9a_bag.jpg)
![](https://cdn.prod.website-files.com/64103a4abc2ba22a47d792ff/65cb7bfd40d2ed5a7dcc4344_iconicons.jpg)