Humanity at the heart of AI.

THE CHALLENGE

Founded by Yoshua Bengio, one of the world’s top AI researchers, LawZero’s aims to address the risks posed by AI and ensure the technology is developed safely and responsibly. But in an industry dominated by commercial players with powerful agendas, making its voice heard was a challenge. LawZero needed a brand that could clearly articulate its role of advancing AI for the benefit of humanity, while distinguishing itself from companies that design or market these technologies.

OUR PERSPECTIVE

Rather than focusing on technology, we chose to focus on what it’s meant to protect: people. Rather than making things more complicated, we strove to bring the concept to life: to make an abstract mission visible, give it a human and memorable form, and position LawZero not as an obstacle to progress, but as its guardian.

THE SOLUTION

We developed the name (inspired by author Isaac Asimov), the brand platform and LawZero’s complete visual identity. The central design element is a circle – symbolizing humanity – surrounded by a protective bubble inspired by the ozone layer, a simple yet powerful metaphor for what LawZero seeks to preserve: humanity. Inside the bubble are words and images that represent the beauty and power of what humans are capable of, and what is worth saving. The brand platform quickly gained international attention, with media coverage in The Guardian, Le Monde and Nikkei Asia.