AI Assistant Brand

Day-to-Day Series

June 2024-August 2024

summary

Precision Planting is in the process of implementing a business-specific AI assistant to help navigate internal tools and documentation. In order to help sell the concept to the broader company, the assistant needs an identity that is descriptive and can be recognized site-wide.

The name and the logo were major points of discussion – colors would adhere to the new PTx brand.

design lifecycle

1. #1 was a low-hanging fruit that described the "where" and "what" of the assistant, with both PTx imagery and widely recognized AI imagery. However, the logo would be used to denote AI site-wide and not just in chat features. It's also possible that many users would not be familiar with AI visual patterns, making the stars meaningless.

2. Many iterations of the first idea were made - with a shift towards utilizing a plant pattern to "represent" the AI star while still being unique to brand and business. As of now, the WIP name was still "ChatPRP"

3. Other early iteration in a stylized frame. "Hans" was also an early name, based off of a long-time support employee.

4. "Saige" was a logo and name that I would ride for until the end. A "sage" is wise and intelligent, as well as a type of plant.

5. There were a handful of other plant themed logos and names I tried to pursue, even going as far to make an anthropomorphized version of the original Saige logo.

6. Clover just never got the same traction as Saige

7. After an extensive brainstorming session, new names came up since there was no movement on the original concepts. Orion was a strong one that went through many iterations, but was ultimately denied because of it's internal use elsewhere in the company.

8. I, predictably, used this opportunity to try and re-introduce Sage

9. But, I was also was excited about a couple cloud-themed names that came up. I thought they were strong, smart, and relevant. These didn't resonate as much with designers through the rest of the company.

10. The final name and concept we landed on was Atlas, which took a while to come back around to. It was a strong name, with ties to the concept of earth and also stars. The concept let us incorporate both the PTx field rows, and the AI star imagery.

11. These two were the final concepts, and we ultimately ended up going with the left.

Day-to-Day Series