Our AI is the digital epicenter that powers all our products, from Cogent to Cora. We have visually embodied this in our logo, which, at the center of it, the primary device sits strategically harboring all the company’s brand values and visually representing the AI’s beating heart.

It encapsulates the very essence of what EC is about, embodying the innovative spirit and cutting-edge technology that lies within. As the beating heart of our logo, AI signifies our unwavering commitment to creating products that deliver exceptional results.

The new EC logo is available in its primary form of full-color stacked and in its secondary form of landscape, allowing it to suit more height-constrained spaces. Our Elemental Cognition logo is offered in multiple styles and formats to meet several design requirements, including:

Our logos are all constructed on a carefully measured grid to optimize visibility with varying uses and scales in mind.

Primary Logo

Our primary logo has been carefully constructed and visually balanced in a stacked format to hero most internal and external communications. The logo has a bold icon that emerges from a central cube and rolls out, forming our elemental ‘e’ and, within the negative space creating our cognition ‘c.’ The logotype is also robust, and its bold letterforms are left aligned and positioned to give it a solid visual weight.

The logo is offered in several forms, but without constraints, we prioritize using our two primary logo styles, full color positive for light non-complex backgrounds or reversed for positioning on dark non-complex backgrounds. When color-constrained or background complexity constrained, we can fall back to the primary logo’s black or white shade style forms. The black and white forms are also offered in one color, ‘flat’ styles.

Secondary Logo

Our secondary logo has been reworked into a more linear landscape form. This logo’s purpose is to enable design flexibility when space, particularly height, is a constraint. We offer this logo in the same set of styles and formats, so the same careful consideration should be given to its application.

EC Icon

Our icon is a significant identifier for EC as a company, and any standalone use should be considered. Visually this device we’ve created allows us to future-proof the company’s vision and ethos, Creating new cutting-edge intuitive products, all built around and powered by EC’s innovative AI. Each new release or platform is still ultimately powered by our foundation.

Full color and monotone icon suite with shading applied

Full color and monotone icon suite, ‘flat’, with no shading applied

Scale

Any of EC’s logos being resized must always be scaled proportionally. To ensure the logo is always clear, we have reached a series of minimum size rules to which the logo can be scaled down. Based on the logo’s height dimension, we break this down into critical breakpoints. The basis of this is how we consider a logo presented visually at smaller sizes and how elements of the logo, such as shading, can degrade the logo’s appearance or if the legibility of the logotype itself becomes compromised.

As denoted above, we have created a tangible scale that dictates the usage of a specific logo style based on the size used. Anything considered normal or large should use our primary stacked version with shade. When the logo is scaled down to 25px or less, we switch to our ‘flat’ version, as the shade visually compromises the icon’s appearance. The final breakpoint is 10px or under, where we have created a ‘tiny’ version for tiny applications where the icon is omitted entirely and the logo is represented by the logotype only.

Clearspace

Clearspace is a crucial aspect of logo design that should always be noticed. It refers to the empty space surrounding a logo, ensuring it remains visually distinct and impactful in any application. Clearspace is an aesthetic consideration and a crucial design principle that influences a logo’s overall effectiveness and impact. It’s a fundamental aspect of logo design that significantly enhances brand recognition, consistency, and professionalism.

Our Clearspace is defined relative to 1xe at the extremities of the logo. Internally we also use our ‘e’ to define spacing within the identity components. The space between the logotype and icon is represented by 0.5xe on its vertical axis. The tagline version is also determined by 0.5xe on its horizontal axis. Clearspace ensures our logo is given clear visibility and space to breathe within a design.

Partnerships

Maintaining a solid and consistent brand image is essential, especially regarding logo partnerships. To ensure the visual integrity and clarity of our brand identity, we have established some proximity guidelines for using our logo in partnership with other brands that employ many of our Clearspace principles.

Secondary Logo Partnership maintains a total combined Clearspace of 2xe

Adhering to these proximity guidelines can create powerful and cohesive logo partnerships that elevate both brands while respecting each other’s visual identity. Consistency in logo usage reinforces our brand’s authenticity and professionalism, ensuring a positive market perception.

Inter Bold 700

Inter Medium 500

Inter Normal 400

Inter Light 200

Inter is a versatile typeface suitable for both print and digital media. Its balanced design allows for easy legibility in various sizes and across different platforms. We use a selection of weights to represent the EC brand. Bold 700, Medium 500, Normal 400, and Light 200. An entire web and Print typography scale will soon be available as part of our Identity Tool Kit.

Brand Colors

The EC Brand colors are ‘Brand Pink Primary’ (Magenta), Brand Pink Secondary (Dusty Magenta), and ‘Brand Dark,’ a rich dark Purple to invigorate our Brand Pink. Magenta is an unconventional choice, eye-catching, strong, and inspiring. It stands out and proud from the ever-increasing crowd as AI commands our attention in 2023.

Neutrals

Neutral tones are prized in design for their ability to create balance, provide contrast, and serve as a foundation for other colors. They work well with vibrant hues and other neutrals, allowing designers to create a harmonious and cohesive visual experience. These gray tones are introduced for their subtlety and lack of strong chromatic intensity. Our neutral tones support and add depth to our design language, enabling us to create layers of information and ensuring our brand colors maintain their visibility and intensity.

Product UI

In addition to our Brand and Neutral palettes, We have established our UI palette to help establish an informative and structured product design system and help our users understand certain global conditions and states in a conventional product experience. Our UI palette is primarily used for our product suite and enables us to build out our user experiences following traditional color patterns and definitions.

A complete tonal definition guideline of our Brand, Neutral, and UI Color Palettes will be available soon as part of our Identity Tool Kit.

Our branded Iconography is a developing suite of assets still being prepared for release. The set below is an example showcase, exposing some of our work in progress. We are working toward a full bespoke icon suite to support our base utility icons. Watch this space.

Do Not modify any part of the colour of the logo

Do Not change the position of the icon

Do Not change the proportions of the logo

Do Use the appropriate logo for the application

Do Not modify letters on the logotype

Do Not place the logo on backgrounds of similar colour

Do Not position the logo directly onto a complex background

Do position the logo in an area of clear contrast

EC’s visual identity is brand new, and its rules and systems are evolving. We are working to cement these systems in place and ensure viable assets are released at a regular cadence. If anything is required for a project that is not currently available in our Identity Kit or if there is information not covered in our guidelines here, please contact [email protected].