Neural Engine is a South Korean startup specializing in the research and development of advanced artificial neural networks. The company boasts great capabilities through innovative approaches and has ambitious plans for the future.
The AI market is dynamic and saturated, and while researching the primary competitors, I noticed that each one boasts a distinct and strong brand image—a quality I refer to as "Brand Perception." One exudes a scientific and academic aura; another resembles a research laboratory or is seen as a high-tech corporation. Finding the right brand perception becomes crucial for Neural Engine, and thanks to the company's name, the solution quickly became apparent: Neural Engine is an innovation generator—a unique device that operates within a new digital reality.
But what would such a device look like? It needs to be something radically innovative—beyond conventional human design. I recall a TED Talk in which a speaker described how AI was tasked with finding the best option for an aerial drone chassis. The AI returned with a solution that human engineers could never have imagined—a design chassis reminiscent of a flying squirrel's pelvis. The same "unexpected" solution was needed for Neural Engine. I turned to AI for inspiration, inviting a non-human perspective to envision the "non-human engine." In Midjourney, I generated dozens of strange and paradoxical prompts—for example, to create an image of a glass, semi-transparent coral centrifuge featuring silver nets, internal blue lighting, and intricate paper and wood details. Below are some results.
The monogram is based on the letter "N" (from "Neural Engine"). It is created from three "N"s—a representation of a progression through the core processes of deep learning, namely, deep learning
The wordmark uses a modern sans serif font with customized "n" and "u" letters that create a sense of flow. The uniquely styled "g" further adds character and individuality to Neural Engine’s visual identity.
The chosen fonts and colors are designed to balance the "beyondness" of Neural Engine's AI visuals with a professional, business-like appearance—positioning the company as a serious contender for investments and collaborations. Helvetica has been synonymous with strictness, order, and modernity since its creation in 1957 by Swiss designers, and Neural Engine utilizes Helvetica Neue, a modernized version tailored for the digital age. Complementing the typography is a minimalistic yet intriguing color palette that reinforces the brand’s image as both innovative and enigmatic.