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Pentagram and Map Give Graphcore a Whimsical and Fun Identity

 - Nov 26, 2018
References: pentagram & dezeen
London-based design agencies Pentagram and Map embark on a quest to show the playful side of computer hardware with a colorful tech product identity for machine-learning start-up Graphcore. The task was to foster a design-forward identity for the client's AI chip system which consists of an intelligent processing unit and its container.

Pentagram produces a whimsical and colorful tech design that features a pixilated typeface — an appropriate nod to the industry in question. In addition, the company creates a "bespoke software tool called Quadtree that is used to generate unique geometric patterns." Map, on the other hand, assists in bringing the colorful tech concept to a physical manifestation. As a result, the design makes for a strong contrast with traditional computer hardware systems that are perceived as grey and cold.