A contemporary identity for the Competence Center for Artificial Intelligence

An identity of its own in a field dominated by clichés 

KCUI is a national initiative that helps companies, the public sector and the broader ecosystem understand, adopt and responsibly use artificial intelligence. It brings together expert content, training, advisory services and linkages with solution providers in one place. The center operates under a joint agreement of several state institutions, which sets a clear requirement for the visual identity: it must act with authority in an institutional context while addressing professional and business audiences. 

Artificial intelligence is a visually overburdened topic. Circuits and robotic arms have become a generic shortcut that does not build recognition for institutions but makes them indistinguishable. KCUI needed an identity with character—one that conveys credibility and accessibility, stands apart from the field’s established aesthetics, and works consistently across the full range of applications, from institutional documents and the website to training materials, events and social media communications. 

A mark built from the name: the »ui« ligature 

The identity should stem from the content, not imported symbols. We therefore designed the mark as a ligature of the letters »ui«, a closed visual unit that carries the competence center’s name in its very form. This keeps it readable as a name while also functioning as an independent, recognizable symbol that can be used on its own—as a branding element, an icon or a profile image.  

An energetic color language inspired by neural connections 

We defined the color scheme as energetic and dynamic, inspired by the idea of neural connections and the flow of information. It is a visual language that speaks about artificial intelligence without slipping into clichéd depictions. The color palette presents the competence center as a modern, vibrant and accessible organization, while maintaining the restraint required of a national institution.  

A typographic system for consistency across all media 

To deliver a cohesive brand experience, we established a typographic system—selecting typefaces for headings and body copy—that ensures readability and a unified character across the website, training materials and print. Typography carries the brand’s tone: clear, contemporary and neutral enough to keep the content in the foreground.

With the development of the visual identity, KCUI gained a distinctive visual language of its own that clearly sets it apart from the generic aesthetics of artificial intelligence. The identity works consistently across all applications—from the website and institutional documents to training materials, events and social media. It enables the center to act as a unified national entry point for knowledge about artificial intelligence, presenting itself as credible, contemporary and accessible.