Pentagram has created a refined new brand identity for AI video company TwelveLabs, led by Jody Hudson-Powell. The design translates the company’s complex technology into a clear, modular, and motion-driven system built around the concept of 'video as volume.' The result balances intelligence and warmth, making advanced AI accessible and human-centered.
BP&O’s Richard Baird reviews Pentagram’s new brand identity for AI video company TwelveLabs. Designed by Jody Hudson-Powell and Luke Powell, the work uses gradients, motion, and 3D data blocks to express the company’s technology that ‘watches’ and understands video. The identity blends conceptual depth with visual dynamism, reflecting both technological sophistication and human creativity.