Google DeepMind is one of the world’s most influential artificial intelligence companies. By solving some of the hardest scientific and engineering challenges of our time, they’re working to create breakthrough technologies that could advance science, transform work, serve diverse communities — and improve billions of people’s lives.

In collaboration with the London agency Multiadaptor, Berlin’s innovative creative company, Someform, embarked on a mission to redefine the visual identity of the Google DeepMind brand. This endeavour resulted in the creation of a unique 3D design system that culminated in a sophisticated and cutting-edge creative app for the in-house team at DeepMind.

Beyond the surface aesthetics, Someform set out to design visual elements that serve as metaphors for the various aspects of AGI, thereby creating an image branding that not only is recognizable and versatile in its appearance, but also illustrates the hugely complex concepts of artificial general intelligence.

This design system then served as the foundation for an independent and versatile creative app that empowers the design team at Google DeepMind to harness the custom visual language, enabling the creation of their own narratives within the framework of this 3D design system.