CarperAI
Branding
Client Info
A democratised AI research team, enhancing the performance of preference learning.
Role
Led a team of designers to develop the branding.
Led stakeholder discussions while mentoring junior designers.
Logo Design
A Symbol of Creativity and Innovation
Inspired by the striking AI-generated image of goldfish leaping from books, this logo brings that vision to life. The goldfish, forming a distinct ‘C’ shape, represents CarperAI while symbolising curiosity, knowledge, and limitless possibilities.
This imagery holds special significance, as the original AI-generated artwork resonated deeply with the community, gaining the most attention on their Discord channel. Embracing this powerful message, the founders have chosen a design that reflects their passion for discovery and the boundless potential of AI-driven creativity.
A Sneak Peek Into the Process
Upon the first discussion with the founding team, I found out that the name ‘Carp’ was heavily influenced by their love of Pokémon. More specifically, Gyarados. I then designed the logo variants below. Beginning from left to right, you can see the fish growing into the dragon that is Gyarados. This signifies the growth of Carp, and the three stages of the growth of the fish can be used to show Carp’s various developments (the team was later renamed to CarperAI). The team loved this option, but as CarperAI has an open source community of its own, we had to get their opinions on the best logo to represent the brand. These options fell only a few votes short when compared to the final design above.
Colour & Font
A Dash of Colour
The main branding colours consists of a navy blue, with warmer colours like orange and yellow to follow. Such a combination reaches far into the core of CarperAI, where community connections prevail. This palette completes the image of a shinning gold fish seamlessly dashing through a sea of knowledge and narratives, a core practice of CarperAI’s mission - enhancing the performance of preference learning.
A Stroke of Letters
Albert Sans was chosen as the brand typeface for its beautifully balanced geometry shapes. Its clean appearance makes it easily legible to a wide audience. Its wide selection of variable weights also ensure flexibility within the project identity.
