CARNEGIE MELLON LANGUAGE TECHNOLOGIES INSTITUTE (LTI)
TRAILBLAZING HUMAN COMMUNICATION
Carnegie Mellon University's Language Technologies Institute (LTI) is a global leader in language-focused AI research and education, advancing the science of human language technologies through cutting-edge work in machine learning, natural language processing, speech recognition, and translation. W|W completed a research-driven brand audit and platform that delivers more clarity for LTI’s place in the AI and natural language processing space, standardizes brand positioning, and builds a more meaningful and emotional connection with the Institute’s multiple audiences. The comprehensive rebranding initiative included the design of a new visual identity, messaging framework and brand style guide.
BRAND STRATEGY
A combination of primary and secondary research (communications audit, in-depth interviews, online survey, peer assessment, etc.) provided the insights that informed the audience personas, inspired the unassailable narrative, and influenced the design of the new visual identity. The brand promise that emerged in this process is wrapped inside the LIT brand story:
"Trailblazing isn’t for everyone. Few possess the talent, vision, or guidance to forge an entirely new path. But for those who do, the opportunities to change the world are limitless. Inspired by generational excellence and world-class mentors…supported by a collaborative structure deeply invested in their success…and fueled by an ethos of responsibility and integrity that permeates how they think...today’s LTI trailblazers are creating bold new ways for people to live, work, and thrive in the world. They do this by harnessing the connecting and inclusive power of spoken language, body language, and multimodal expression – to create transformational AI for human communication."
INTEGRATED BRANDING SYSTEM
In addition to creating the new LTI visual brand system (identity & logo, typography, color palette, and patterns), W|W produced a comprehensive style guide that addressed the implementation of the brand across print, digital, and environmental applications. The visual themes evident in the DNA of the new LTI identity and logo's type lock-up nod to a speech bubble while also abstractly referencing the letters "AI" with a modern, bold design approach. The style guide included recommended layouts for the anticipated use cases to position the LTI team to efficiently manage the brand.
