Pentagram designs dynamic illustrative identity for AI company Cytora

Luke Powell and Jody Hudson-Powell of Pentagram’s London office have designed the identity and website for Cytora; an artificial intelligence company. Also based in London, the company uses AI to price risk within the insurance industry based on patterns of good or bad risks learned over time.

As a company that is using incredibly sophisticated technology, Luke and Jody have created an identity which reflects that while also demystifying how the company’s Risk Engine works. The Cytora Risk Engine processes thousands of unique data inputs to create a real-time risk profile for every insurable business and property. To translate and visually represent the sheer volume of data that Cytora deals with, Luke and Jody developed a series of dynamic blocks which animate in tandem.

As well as these illustrative visuals, the pair designed a word mark for the company. Combining a large grotesque proportion, with technical detailing it “represents the synergy of human and machine intelligence” at Cytora. Both elements of this brand system are implemented on the company’s website, which Luke and Jody also designed.