CHALLENGE
Current AI’s leadership reached out to C42D with an ambitious brief: Create the brand for an organization from scratch in under 45 days to coincide with a global event in Paris. They needed Strategy, naming, visual identity, and a website for the event.
STRATEGY
During the strategic phase of this project, we conducted an in-depth brand discovery to establish a compelling and distinct positioning for the AI Foundation for Public Interest. Our research analyzed the broader cultural, economic, and technological contexts shaping AI’s evolution, along with competitor landscapes and key stakeholders.
A primary challenge we identified was the increasing consolidation of AI power among a few dominant players, creating barriers to inclusivity, transparency, and accessibility. This insight led us to shape a brand that differentiates itself as more society-centric.
NAMING
We developed a strategic approach to ensure the brand name would be distinct, meaningful, and resonant with its mission.
We explored three primary naming platforms—Category, Cool, and Inclusive—each designed to capture different facets of the brand’s identity. Our objective was to craft a name that stood out from the rapidly expanding landscape of AI initiatives, reflected the innovative and collaborative nature of the organization, and maintained credibility with audiences.
To achieve this, we conducted extensive name generation, screening, and viability assessments, considering linguistic accessibility, domain availability, trademark clearance, and cultural perception.
Through this process, we uncovered key insights that shaped our final recommendation. Names that leaned too academic or bureaucratic risked feeling distant and uninspiring, while those that were too abstract lacked clarity for stakeholders. The chosen name, Current AI, fulfilled on all criteria.
VISUAL IDENTITY
The visual identity for CurrentAI is compelling because it balances a bold, forward-thinking aesthetic with an approachable and inclusive tone. The brand’s color palette—anchored in deep blues, vibrant oranges, and soft neutrals—creates a dynamic contrast that conveys both trust and innovation.
Using serif typography for headlines lends credibility and gravitas, while the modern sans-serif body text ensures clarity and accessibility. These thoughtful design choices reinforce the organization’s mission to lead in AI governance while remaining grounded in public interest and collaboration.
Additionally, the branding is designed for versatility, ensuring consistency across digital, print, and environmental applications. The logomark’s adaptability—whether as a favicon, outlined element, or repeating pattern—creates a cohesive yet flexible system that enhances recognition across various touchpoints.
By blending sophistication with warmth, CurrentAI’s visual identity stands apart in the AI landscape, positioning it as a leader that is both authoritative and human-centric.
RESULTS
C42D delivered the majority of the work within 45 Days. The event made international news.
It was such a pleasure to work with you, and the result is SO impressive and beautiful. It really does wonders to show the true scale of what we have been, are, and will be doing. Heartfelt thanks on my end.