Latitude AI

Latitude AI is reimagining what it’s like to drive using automated driving technologies. Their mission is to give drivers time back on their journeys and transform travel to be safer, less stressful, and more enjoyable for everyone.

Working with the Latitude AI team, we refined the existing logo and established a strategic, comprehensive visual brand system. Additionally, we collaborated with them to define their tone of voice and strategic messaging approach.

For the primary logomark, we refined proportions and geometry of the icon along with the logotype. We also fortified the underlying reasoning and design system behind it.

To express a blend of authority, friendliness and trust while evoking an organic sense of connectivity, the brand incorporates unstructured gradients enlivened by a bright, optimistic, and approachable color palette. We provided a comprehensive strategic brand system that included a logo, icon, motion system, color palette, typography system and design for various brand applications.