{"id":11038,"date":"2025-05-27T18:33:55","date_gmt":"2025-05-27T11:33:55","guid":{"rendered":"http:\/\/cstc.vn\/blogtsk\/pentagrams-galloping-horse-logo-steers-twelvelabs-rebrand\/"},"modified":"2025-05-27T18:33:55","modified_gmt":"2025-05-27T11:33:55","slug":"pentagrams-galloping-horse-logo-steers-twelvelabs-rebrand","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/pentagrams-galloping-horse-logo-steers-twelvelabs-rebrand\/","title":{"rendered":"Pentagram\u2019s galloping horse logo steers TwelveLabs rebrand"},"content":{"rendered":"<p><a href=\"https:\/\/www.pentagram.com\/\">Pentagram<\/a> partners Jody Hudson-Powell and Luke Powell have created a dynamic equine identity for AI video company TwelveLabs.<\/p>\n<p>Based between San Francisco and Seoul, TwelveLabs describes itself as \u201cthe world\u2019s most powerful video intelligence platform.\u201d<\/p>\n<p>Unlike generative video tools which help users create videos from scratch, TwelveLabs uses AI analysis to help people understand their existing videos at a very granular level, which makes them more searchable.<\/p>\n<p>Co-founder and CEO Jae Lee explains that communicating this difference \u2013 between video generation and video understanding \u2013 was at the heart of their work with Pentagram.<\/p>\n<p>\u201cIn the middle of last year our models were improving pretty rapidly, and we thought we needed to up our game in terms of our storytelling, why we matter, and to match the design, the tone, and the messaging to our ambition,\u201d he says.<\/p>\n<div><\/div>\n<\/p>\n<p>Lee described the previous branding as \u201cstraight out of Silicon Valley\u201d and they chose Hudson\u2013Powell and his team due to their tech-savvy design practice.<\/p>\n<p>In creating a new identity, it was important not to be \u201clumped in\u201d with other generative AI video companies, Lee says, but also to differentiate themselves from other video analysis tools.<\/p>\n<p>\u201cOur competitors essentially do frame-by-frame analysis, but we look at it temporally,\u201d lead product designer Sean Barclay explains. \u201cThat\u2019s what differentiates us, and we wanted to convey that secret sauce.\u201d<\/p>\n<p>\u201cOn the first call, they had me at temporal reasoning,\u201d Hudson-Powell laughs.<\/p>\n<p>His team had to avoid the visual cliches AI tools tend to embrace \u2013 \u201cit\u2019s a very noisy category with lots of sparkles.\u201d\u00a0 But they also had to capture and communicate TwelveLabs\u2019 offering in a way that was accessible and exciting, but not dumbed down.<\/p>\n<p>\u201cWe had a distinct stream of work that wasn\u2019t strategic or creative \u2013 it was just understanding the technology,\u201d Hudson-Powell says. \u201cWe kept asking them, could we imagine your technology to look something like this? Or this?<\/p>\n<p>\u201cWe were trying to put some kind of conceptual apparatus around the technology, to see if we could find a visual communication language that we could start to build on.\u201d<\/p>\n<p>\u201cJody was very good at pulling out those threads about what video looks like in our brains,\u201d Lee says.<\/p>\n<p>Pentagram\u2019s Luke Powell and Jody Hudson Powell\u2019s new identity palette for TwelveLabs<\/p>\n<p>The Pentagram team homed in on the core idea of \u201cvideo as volume\u201d rather than a timeline, and they built a series of thread-based diagrams to help explain how it works. This visual motif could be scaled across the touchpoints, from product pages to sales and branding.<\/p>\n<p>\u201cYou get this graphic stretch, so you\u2019re speaking to different audiences with the same concept,\u201d Hudson-Powell explains.<\/p>\n<p>The horse logo was grounded in what Hudson-Powell calls TwelveLabs\u2019 existing \u201clore\u201d \u2013 Lee says they were inspired by Eadweard Muybridge\u2019s famous 1887 animation of a horse, and he likes the metaphor of a user as a jockey steering their technology.<\/p>\n<p>The logo \u2013 which has 12 layers in a nod to the company\u2019s name \u2013 is often used in motion, galloping across a screen.<\/p>\n<p>\u201cWe worked a lot of animation into the identity,\u201d Hudson-Powell says. \u201cAnimation can be quite frivolous, but we did it really intentionally. The logo gives you this feeling of perpetual motion, this rhythm at the heart of the brand, which is really important.\u201d<\/p>\n<div class=\"wp-video\">\n<!--[if lt IE 9]&gt;document.createElement('video');&lt;![endif]--><br \/>\n<a href=\"https:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/05\/01_TL_Logo_Gradient_16x9_60fps_10s_LOW.mp4\">https:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/05\/01_TL_Logo_Gradient_16x9_60fps_10s_LOW.mp4<\/a>\n<\/div>\n<p>The team chose <em>Milling<\/em> for the typeface for its combination of \u201ctechnicality and soft edges\u201d and the visual identity uses the LCH colour system, which, compared to RGB, represents colour in a more similar way to how our eyes perceive colour.<\/p>\n<p>\u201cYou can match any two colours and they\u2019ll be harmonious, which you don\u2019t get with RGB,\u201d Hudson-Powell says. \u201cWe can find infinite combinations.\u201d<\/p>\n<p>There were also three colour subsets for TwelveLabs\u2019 three key features \u2013 pink-purple for search, orange-yellow for generate and green-blue for embed.<\/p>\n<p>Pentagram\u2019s Luke Powell and Jody Hudson Powell\u2019s new colour palette for TwelveLabs<\/p>\n<p>Lee says the new identity has resonated with investors, employees and most importantly, customers.<\/p>\n<p>\u201cIt\u2019s given them this confidence that they\u2019re working with not only a super-technical team, but also a team that cares deeply about video,\u201d he says. \u201cSo we can communicate with our science community, but also with the people who are building the content we love consuming. There\u2019s a duality which feels really connected.\u201d<\/p>\n<p>Barclay agrees, and adds that it helps people grasp what TwelveLabs does \u2013 and what it might do for them \u2013 more quickly.<\/p>\n<p>\u201cIt\u2019s definitely improved our website tremendously in terms of telling a better story,\u201d he says. \u201cBefore it took a lot of time to comprehend what TwelveLabs is, and what we\u2019re offering. We have definitely shortened that.\u201d<\/p>\n<p>Pentagram\u2019s Luke Powell and Jody Hudson Powell\u2019s new identity palette for TwelveLabs<br \/>\nPentagram\u2019s Luke Powell and Jody Hudson Powell\u2019s new logo for TwelveLabs<br \/>\nPentagram\u2019s Luke Powell and Jody Hudson Powell\u2019s new identity palette for TwelveLabs<br \/>\nPentagram\u2019s Luke Powell and Jody Hudson Powell\u2019s new icons for TwelveLabs<br \/>\nPentagram\u2019s Luke Powell and Jody Hudson Powell\u2019s new identity palette for TwelveLabs<br \/>\nPentagram\u2019s Luke Powell and Jody Hudson Powell\u2019s new identity palette for TwelveLabs<\/p>\n<p>\u00a0<\/p>\n<div>\n<strong>What to read next: <\/strong><a href=\"https:\/\/www.designweek.co.uk\/howhow-on-ignoring-dont-touch-the-logo-mandates\/\">How&amp;How on ignoring \u201cdon\u2019t touch the logo\u201d mandates<\/a> | <a href=\"https:\/\/www.designweek.co.uk\/taxi-studio-balances-trust-and-play-in-yoloh-rebrand\/\">Taxi Studio balances trust and play in Yoloh rebrand<\/a> | <a href=\"https:\/\/www.designweek.co.uk\/studio-sana-balances-hope-and-fight-in-amplifychange-rebrand\/\">Studio Sana balances hope and fight in AmplifyChange rebrand<\/a> | <a href=\"https:\/\/www.designweek.co.uk\/channel-5-wants-viewers-to-reappraise-its-programmes-via-rebrand\/\">Channel 5 wants viewers to \u201creappraise\u201d its programmes via rebrand<\/a>\n<\/div>\n<p><a href=\"https:\/\/www.designweek.co.uk\/pentagrams-galloping-horse-logo-steers-twelvelabs-rebrand\/\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pentagram partners Jody Hudson-Powell and Luke Powell have created a dynamic equine identity for AI video company TwelveLabs. Based between San Francisco and Seoul, TwelveLabs describes itself as \u201cthe world\u2019s most powerful video intelligence platform.\u201d &hellip; <\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[145],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pentagram\u2019s galloping horse logo steers TwelveLabs rebrand - Blog TSK<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cstc.vn\/blogtsk\/pentagrams-galloping-horse-logo-steers-twelvelabs-rebrand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pentagram\u2019s galloping horse logo steers TwelveLabs rebrand - Blog TSK\" \/>\n<meta property=\"og:description\" content=\"Pentagram partners Jody Hudson-Powell and Luke Powell have created a dynamic equine identity for AI video company TwelveLabs. 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