This is a brand identity redesign proposal for TensorFlow made while embedded at Google with Hook Studios.

Art Direction / Design / 2D and 3D Illustration

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We were tasked with updating the logo for TensorFlow, an open-source machine learning platform developed by Google.
Their existing mark was well-loved among the team of engineers, but they wanted to modernize it for their 2.0 launch.

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We cleaned up the geometry of the original TF shape with some negative space as a nice visual snack.

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Full logo treatment with the TensorFlow wordmark set in Avenir Heavy.
Alternate color variations allow for versatility when faced with layout challenges.

 

Machine learning can be a tough subject since explaining it relies on graphs and figures that don’t translate well to marketing materials.
So, I developed a visual style for key art using 3D illustration techniques to help bring some tactility to the brand.

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Additionally I developed a 2D editorial illustration style for quick turn-around jobs.
These all reference the logo, building off an isometric grid.

Every brand project comes with its own batch of iterations, and here are a few alts I liked from the process.

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After much discussion and compromise between the Google engineers and marketers,
they settled on one of these alts for the final logo version.

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