Rainfall was approached by DeepCube, a deep learning company building technologies on the cutting edge of artificial intelligence, that wanted an identity that spoke to their expertise without exposing the details of their approach.

The system designed by Rainfall is built on the correlation between AI and human personality, where people tailor themselves to every individual or situation they encounter, and consistently present that version of themselves at every subsequent meeting.

“Using deep learning and various inputs, the brand mark reacts to its audience, whether that is a person or situation, and presents a distinct version of itself,” explains founder Marc Anderson. “It remembers that encounter, and in the case of a repeat meeting will present that stored logo back to its audience.”

A memorable cubic framework forms the brand’s foundation and is combined with a mesmerising network of neurons and synapses. “These organic elements were dynamically constructed by ingesting hundreds of diffusion tensor brain images into a deep learning platform to produce a visual framework from which endless unique compositions can be made,” adds Marc. “This combination of art and science expresses the power and possibilities of DeepCube’s cognitive computing.”

Based in New York City and Seattle, Rainfall is an independent studio, founded by Marc Anderson in 2016 with clients including Google, Spotify, Facebook, American Express, Comcast, The Metropolitan Museum of Art, and Honda.

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