Indigo Awards, Amsterdam
Brand Identity
AI SaaS
Entropik
Brand identity for a global leader in Emotion AI
THE CONTEXT
Entropik Tech is a consumer research technology company.
They decodes human emotions through facial expressions, eye gaze, voice tonality, and brainwaves.
They approached us with three clear needs:
Stand out in a crowded competitive landscape
Build an identity ready for the global stage
Bring multiple sub-brands under a single, unified umbrella
Turning emotion into measurable insight
THE CHALLENGE
Their brand world was fragmented.
Entropik Tech and Affect Lab seemed like parallel entities.
Affect Lab hosted three sub-brands of its own.
The visual language felt inconsistent, and the brand’s human-centric story wasn’t being communicated clearly.
Fragmeted architecture confused brand perception
Visual inconsistency diluted the brand image
THE BIG IDEA
At its core, Entropik is about making sense of humans.
The name itself draws from entropy, the measure of randomness in a system.
That unpredictability is what makes us human, and what makes emotions so complex to understand.
We wanted to double down on this truth.
The first step was defining a powerful central message.
After multiple rounds of back-and-forth and deep discussions with their team, we arrived at “Humanizing Experiences”. A line that spoke to the heart of their brand.
In an attempt to further set their brand apart, we studied all the competition and selected a color no one else in the category was using.
The first step was defining a powerful central message.
Color audit revealed room to stand out
A fresh gradient, uniquely Entropik
THE LOGO
We wanted to keep the clarity and simplicity of a wordmark, but infuse it with more meaning.
At its core, Entropik is about understanding humans.
As we explored the letterforms, we noticed the "E" subtly hiding a smiling emoji.
We leaned into that discovery, refining the shape to make the smile more obvious. Adding warmth and approachability without losing the mark's simplicity.
The icon evokes a feeling, which works well for an Emotion AI business.
We also embedded a human face into the letter, subtle enough to be a delightful find, yet intentional enough to mirror the brand's focus.
These small details give the logo depth, character and a distinctly human heartbeat.
We combined Humans + Emotion + Brand Name
The icon evokes a feeling, perfect for Emotion AI
THE VISUAL LANGUAGE
The name Entropik comes from “entropy”, the measure of randomness in a system.
We translated that idea into a dynamic visual language built from particles in motion with long trails to showcase momentum.
These particles in random motion became the building blocks of the brand’s visual system, capturing the beauty of human unpredictability and emotional nuance.
We made this system flexible to handle subtly and loud applications.
This adaptability allowed us to unify multiple sub-brands under one design language while giving each room to express its own personality. The result is an identity that feels alive, rooted in science, but unmistakably human.
“entropy” is the measure of randomness
Updated sub brand architecture
Icons that speak the brand’s language
Every icon, uniquely built for Entropik
Building Image
SCALABLE SYSTEM
From core identity to sub-brands, we created a cohesive architecture that brought all products under one visual umbrella.
Custom icons, derived from the brand device, became part of a distinctive design system that ensures every touchpoint feels unmistakably Entropik.
