Overview

Brand Overview

This Brand Kit is a practical guide to the visual identity of AI in Design. It brings together the core elements of the system, including typography, color, imagery, graphics, and applications, while providing guidance on how they work together. Designed to support consistency across every touchpoint, it helps teams and collaborators understand, apply, and evolve the brand with clarity and confidence.

Index

Logo

Primary logo Reductions Motion Clearspace Partnerships Incorrect usage

Color

Palette Supporting Colors Accessibility Incorrect Usage

Typography

Principal Typography Secondary Typography Everyday usage Typesetting Incorrect usage Backup Font

Brand Elements

Layouts Photography Visual Expressions Tool Graphs

Brand in use

Living System Billboards & Large Formats Web Social Media

intro

About

The AI in Design report, created by Foundation Capital and Designer Fund, draws on a global designer survey and conversations with leaders at Stripe, Notion, Anthropic, and more. It explores the real impact of AI on design today, in 2026.

How to use it

User Guide

The AI in Design Manual serves as the central reference point for the entire brand system. It brings together the visual identity, communication principles, and application guidelines into one cohesive framework, ensuring consistency across every touchpoint and format.

Built to support both internal teams and external collaborators, this manual provides the tools needed to maintain clarity, structure, and flexibility as the brand evolves. More than documentation, it is a living system designed to guide how AI in design is expressed, experienced, and understood.

Logo

Primary Logo

Built exclusively from the brand name, the AI in Design logo uses typography as its primary form of expression. Its geometric and editorial construction creates a distinctive signature that remains clear, recognizable, and adaptable across every touchpoint.

Designed as a flexible system rather than a fixed mark, it explores compression, expansion, and adaptation, allowing the identity to evolve across formats while maintaining consistency and recognition. Its simplicity creates space for content to lead while providing a strong and contemporary visual presence.

Free

The free logo is the most flexible expression of the identity. It can move independently across layouts, adapting to different formats and content structures while maintaining clarity and recognition. Its typographic construction allows it to scale, expand, and respond to context without losing its distinctive character.

Used in editorial compositions, reports, interfaces, and communications, the free logo creates a lighter presence within the system while preserving the brand's strong visual identity.

See in Figma

See in Drive

Boxed

The boxed logo extends the identity's core principle of containment and structure. By living inside a defined frame, it becomes part of the same visual language used throughout the system, where content, information, and imagery are often organized within containers and boundaries.

This version is particularly effective when stronger presence, contrast, or spatial definition is needed. It reinforces the editorial and systematic nature of the brand while maintaining flexibility across applications and formats.

See in Figma

See in Drive

Small uses

Reduction

To support smaller formats and constrained spaces, the logo system can be reduced to AiiD or AiiD + year. These versions maintain recognition while providing greater flexibility across interfaces, social assets, navigation, and editorial layouts.

The year becomes a dynamic identifier that evolves with each edition of the report, allowing the identity to adapt over time while preserving consistency. The result is a compact mark that remains clear, recognizable, and distinctly AI in Design.

See in Figma

See in Drive

Responsive

Motion

The logo system is designed to adapt across formats, scales, and yearly editions. Motion highlights this flexibility by allowing the identity to expand, compress, and reorganize while remaining immediately recognizable.

Whether introducing the annual edition number or transitioning between logo variants, movement emphasizes continuity rather than replacement, reinforcing the idea of an identity that evolves over time.

See in Drive

Safe area

Clearspace

Clearspace is the minimum area surrounding the logo that must remain free from text, graphics, imagery, or other visual elements.

It ensures legibility, recognition, and consistency across every application, regardless of size or format.

The clearspace is defined by a unit derived from the logo itself and scales proportionally across all logo variations, including full, reduced, and boxed versions. This exclusion zone should always be maintained to preserve the integrity and impact of the identity.

Partnerships

Cobranding

When displayed alongside partner brands, logos should feel balanced and aligned. Use consistent spacing and approved lockups to maintain clarity. The relationship should feel collaborative, without one brand overpowering the other.

See in Figma

See in Drive

One Line

The width of the "A" defines the minimum space between both logos. Maintain this spacing to ensure clarity and balance.

Two Lines

The width of the "A" defines the minimum space between both logos. Preserve this spacing when using the stacked configuration.

One Line

Use the width of the "A" as the spacing unit between both identities.

Two Lines

Maintain the same "A"-based spacing when using the stacked lockup.

Compressed/Iso version

Do not

Incorrect usage

The AI in Design logo is a flexible system, but its core structure must always remain intact. Do not alter proportions, rearrange elements, apply effects, rotate, recreate, or separate components of the logo.

Consistency across every application is essential to maintaining recognition and preserving the integrity of the identity.

Do not mirror or flip the logo.

Do not outline

Do not crop or partially display the logo.

Do not separate the logo components.

Do not add shadows or visual effects.

Do not position on an angle

Do not reduce logo visibility or contrast.

Do not separate the year from the logo lockup.

Color

Palette

This palette exists in the space between intention and emergence. Rather than feeling fixed or overly controlled, it embraces tension, softness, and subtle contrast. It creates a sense of movement beneath the surface, allowing colors to feel layered, responsive, and slightly unresolved. More than a static selection, the palette acts as a living system that suggests constant evolution and interaction.

The System

Supporting colors

Supporting colors bring balance and flexibility to the system while preserving the overall visual rhythm. Core Black and Fog Green provide structure and calm, while Muted Teal and Active Blue introduce moments of contrast and energy. Digital Lilac and Signal Orange can be used strategically to create emphasis and depth without competing with the primary visual language.

Signal Orange #FE7141

Digital Lilac #CDABFE

Core Black #000000

Full White #FFFFFF

Muted Teal #7BA2AD

Fog Green #D1DDD3

Light Blue #F5F9FC

Active Blue #1787FE

The do's and don'ts

Accessibility

Accessibility begins with clarity and legibility. Color combinations should maintain strong contrast across interfaces and communication materials to support readability and inclusive experiences. Use high-contrast pairings between text and background elements and avoid combinations that reduce visibility or visual hierarchy.

Text Pass, AAA (7:1+)

Text Fail

Do not

Incorrect usage

Our color system is designed to create balance, movement, and intentional contrast. To preserve consistency and maintain the visual language, avoid the following:

Don't overuse accent colors

Accent colors should create moments of emphasis. Excessive use reduces hierarchy and weakens their impact within the system.

Don't alter the palette values

Use the exact color values provided within the system. Small shifts in hue, saturation, or brightness can create inconsistencies across touchpoints.

Don't use colors without purpose

Color should reinforce hierarchy, meaning, or interaction. Avoid using colors decoratively without a clear function.

Don't create muddy or low-contrast combos

Gradients should preserve clarity and movement. Avoid combinations that feel desaturated, overly blended, or visually heavy.

Don't rely on one color only

The system works through balance and relationships between colors. Avoid building compositions that depend entirely on a single color.

Don't use the wrong color mode

Use RGB for digital environments. CMYK or Pantone should be used for print applications. Incorrect color modes can create inconsistencies across outputs.

Typography

Typography System

Our typographic system establishes a flexible hierarchy through two complementary typefaces. Beausite Classic brings a clean geometric structure that enhances readability and creates a clear visual rhythm across the system. Geist Mono introduces precision and functionality while adding contrast and moments of expression. Together they create a balanced system that feels structured, approachable, and purposeful.

TITLE & body

Principal Typography

Beausite Classic is the primary typeface used across the visual system. Its geometric structure and contemporary forms create a clear hierarchy while supporting readability at different scales. Medium is used for titles and key moments, while Regular is used for body copy and longer reading experiences. Together they provide consistency, clarity, and a balanced visual rhythm.

Use for Headlines, section titles, key messaging, interface content, and body text. Medium adds hierarchy and emphasis, while Regular maintains clarity and readability.

Personality Geometric. Clear. Functional. Contemporary forms with a structured feel that balances precision and readability.

See in Drive

Labels

Secondary Typography

Geist Mono supports the typographic system by introducing structure, precision, and functional clarity. Used as a complementary typeface, it creates contrast within the system while reinforcing a more technical and organized feel. Its monospaced nature brings rhythm and distinctive moments across the visual language.

Use for Highlighted text, labels, section indicators, captions, and supporting information. Used for emphasis, contrast, and visual hierarchy across the system.

Personality Geometric. Clear. Functional. Contemporary forms with a structured feel that balances precision and readability.

See in Drive

Everyday usage

Typography in use across brand touchpoints follows a clear logic — Geist Mono anchors brand expression and identity moments, while Beausite Classic provides readable, human-centered prose in all editorial and interface contexts.

Typesetting

Precision in typesetting reinforces the system's character. Leading, tracking, kerning, and typographic hierarchy each contribute to a rhythm that feels both intentional and alive.

Headline Beausite Classic Medium

Leading: Tracking:

100% (-4%)

Text Beausite Classic Regular

Leading: Tracking:

140% (-3%)

Subtitles / Highlighted text Geist Mono

Leading: Tracking:

100% (0%)

Headline Beausite Classic Medium

Leading: 100% Tracking: (-4%)

Text Beausite Classic Regular

Leading: 140% Tracking: (-3%)

Subtitles / Highlighted text Geist Mono

Leading: 100% Tracking: (0%)

Leading Line spacing is set generously to give text room to breathe. Headlines use tighter leading to preserve visual cohesion; body text is set at 1.5× to aid sustained reading.

Tracking Letter-spacing is used deliberately — wider tracking in labels and caps creates clarity and hierarchy; tighter tracking in display sizes maintains tension and energy.

Kerning Optical kerning is applied throughout to ensure character pairs feel balanced. Avoid manual kern overrides outside of approved display settings.

Hierarchy Clear typographic hierarchy guides the reader through content. Size, weight, and spacing work together — never rely on color or decoration alone to establish order.

Incorrect usage

These are common typographic mistakes that undermine the system's integrity. Avoid all of the following treatments in brand communications.

Don't: Geist Mono at large scale for body copy

Don't use Geist Mono for body copy Geist Mono is reserved for display, headlines, and brand moments. Using it for extended reading degrades legibility.

Don't use all-caps for titles All-caps undermines the warmth and readability of the typographic system. Sentence case is the default for all headings.

Don't stretch or distort type Never scale type non-proportionally. Horizontal or vertical stretching destroys the intended letterform proportions.

Don't use all-caps for long content Capitalizing full paragraphs or extended copy removes readability and creates visual noise without meaningful emphasis.

Don't mix incompatible weights Only approved weight pairings within the typographic system should be used. Combining unrelated weights creates visual inconsistency.

Don't use non-brand typefaces No typefaces outside of Geist Mono, Beausite Classic, and the approved backup font should appear in brand communications.

Backup Font

When brand fonts are unavailable — in environments that do not support custom typefaces, such as email clients, office software, or third-party platforms — the approved backup font system maintains typographic coherence. Geist and Geist Mono (free, Google Fonts) serve as system-level replacements that preserve the visual language without compromising accessibility.

See in Drive

Brand Elements

Layout

The layout system is built around a language of frames, containers, and modular structures. Information is organized within clearly defined spaces that create hierarchy, rhythm, and consistency across every application.

These boxed compositions are more than a functional device. They reflect the interconnected nature of AI in Design, where ideas, people, and technologies exist within larger systems and relationships. The result is a flexible framework that supports both structure and exploration while remaining distinctly recognizable.

Human Perspective

Photography

Our photography makes the AI in Design Report tangible and grounded, balancing system clarity with human context to create a visual language that feels insightful, present, and real.

Organic

Lifestyle photography captures the energy and spontaneity of life. It avoids perfection and staged setups, focusing instead on natural expressions, candid moments, and real connections. Warm color, bluish shadows for contrast and people on their medium, helping us tell stories that feel human and immediate.

Natural Light

Natural light photography embraces authenticity over control. It avoids studio setups and flash, relying instead on ambient light, soft shadows, and real environments to capture moments as they unfold, with a tone that feels honest and lived-in.

Graphic System

Visual Expressions

The graphic language visualizes the relationships, signals, and exchanges that shape AI in Design. Rather than relying on literal illustration, the system is built from abstract forms, textures, and interconnected structures that reflect the way ideas, people, and technologies influence one another.

Organic gradients, halftone textures, network diagrams, and modular compositions create a visual system that feels analytical yet human. Together, these elements transform complex concepts into a flexible graphic language that can scale across editorial layouts, campaigns, presentations, and digital experiences while remaining distinctly AI in Design.

Bloom / ASCII

Visual Tool

To support the creation of brand assets, AI in Design includes a custom visual tool built around two core graphic systems: Bloom and ASCII.

The tool transforms external imagery into recognizable brand expressions, either through Bloom's atmospheric color treatment or through the structured texture and pattern language of the ASCII system. Each output is generated using predefined visual rules, ensuring consistency across campaigns, editorial content, presentations, and digital experiences.

The result is a flexible production tool that helps expand the visual language while maintaining a cohesive and recognizable identity.

See Tool

Data Visualization

Graphs

Graphics play a central role within the brand system, acting as one of its primary visual languages. Some graphics are more functional, helping communicate structure, information, and hierarchy with clarity, while others are more expressive and atmospheric. Together they create a balance between simplicity, functionality, and character, reinforcing the identity across different touchpoints.

Motion

Evolving Systems

The motion system is designed to reveal information through movement. Rather than acting as decoration, motion helps organize content, guide attention, and create relationships between elements.

Inspired by editorial systems, archives, and responsive layouts, movement follows a logic of progression: one element creates space for the next, allowing information, imagery, and data to emerge naturally within the experience.

Across the identity, motion reinforces the idea of AI in Design as a living report: adaptive, evolving, and continuously updated.

Behaviors

Principles

The motion language is built around a small set of behaviors that define how content appears, transitions, and evolves throughout the system.

From editorial layouts and graphic assets to the responsive logo, every movement follows the same underlying logic: reveal, adapt, and connect.

Guided Attention

Progressive Reveal

Motion is used to introduce content progressively, allowing one element to make space for another. Images, data, graphics, and layouts enter through displacement rather than abrupt appearance.

This creates a reading experience that feels intentional and editorial, guiding attention while reinforcing hierarchy and structure.

Expanding

Layered Transitions

Elements move as interconnected layers rather than isolated objects. Content overlaps, shifts, and reorganizes to reveal new information while maintaining continuity throughout the experience.

These transitions reinforce the idea of navigating a living archive where information is continuously expanding and evolving.

Logo

Responsive Identity

The logo system is designed to adapt across formats, scales, and yearly editions. Motion highlights this flexibility by allowing the identity to expand, compress, and reorganize while remaining immediately recognizable.

Whether introducing the annual edition number or transitioning between logo variants, movement emphasizes continuity rather than replacement, reinforcing the idea of an identity that evolves over time.

Bloom & ASCII

Assets

The Bloom system and graphic elements evolve through transformation rather than static states. Shapes expand, merge, separate, and reveal new compositions, creating a visual language that feels alive and constantly in motion.

These behaviors echo the broader identity system, where growth, adaptation, and connection become visible through movement itself.

Brand in use

Living System

This section explores how the AI in Design brand extends across different formats, contexts, and moments of communication. From editorial layouts and digital reports to motion, interfaces, and campaign assets, each application adapts to its environment while maintaining the same visual logic and narrative consistency.

Seeing the system in use reveals how the different elements interact: typography, structure, graphics, and rhythm working together to communicate clarity, analysis, and experimentation. The result is a visual language that feels informed, human, and distinctly contemporary across every touchpoint.

Public Presence

Billboards & Large Formats

In large-scale applications, the identity becomes immediate, bold, and highly recognizable. Strong typographic compositions, high-contrast layouts, and expressive graphic elements are designed to capture attention quickly while maintaining clarity from a distance.

Whether displayed in public spaces, conferences, events, or environmental graphics, the system scales seamlessly, balancing impact and readability. The combination of editorial structure and expressive visuals allows AI in Design to remain distinctive across large-format environments.

The Report Experience

Web

The website acts as the central hub of the AI in Design ecosystem, bringing together reports, interviews, research, company perspectives, and ongoing conversations around the relationship between design and artificial intelligence.

Designed as both an editorial platform and a living archive, the experience prioritizes readability, navigation, and discovery. The visual system adapts across chapters, articles, data, and media, creating a cohesive environment where content becomes the primary driver of the brand experience.