BRAND IDENTITY  While the technology behind Normal is complex, the company’s goal is simple; to make building with AI in the future feel predictable and normal. We developed the positioning, strategy, and tone of voice to balance their approachability and openness, with their technical complexity and impactful research to create an identity that reflects them as industry leaders in solving the silicon crisis.

BRAND SYSTEM  To help Normal feel distinct in the crowded AI and semiconductor space, we designed a brand system that felt precise and technical yet natural, human and balanced. The Normal brand system utilizes a reduced, bold color palette with humanist yet technical typography. The brand art direction references the natural world, and the invisible forces that surround us every day and shape our existence. pairing them with diagrammatic instances reflecting the team’s research.

BRAND APPLICATION  To bring the brand to life we developed and designed the new Normal website to showcase their product and goals, and built out a library of assets as they share their research as leaders in AI at conferences around the world.

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$[.counter]35[.counter]M

seed capital raised by Normal