North

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With the launch of Cohere’s agentic AI software, North needed a distinct identity that could position it as cutting-edge, built for the professional workplace. Pentagram’s core Cohere brand, originally designed with developers in mind, didn’t fully translate to a more customer-facing audience of knowledge workers and business decision makers. We evolved the system to give North its own presence while preserving the integrity of the parent brand. The final identity feels technical, future-forward, and secure, supported by a scalable illustration, layout, and color system that works across all major touchpoints.

With the launch of Cohere’s agentic AI software, North needed a distinct identity that could position it as cutting-edge, built for the professional workplace. Pentagram’s core Cohere brand, originally designed with developers in mind, didn’t fully translate to a more customer-facing audience of knowledge workers and business decision makers. We evolved the system to give North its own presence while preserving the integrity of the parent brand. The final identity feels technical, future-forward, and secure, supported by a scalable illustration, layout, and color system that works across all major touchpoints.

Completion Date

July 2025

Disciplines

Brand Identity

Industry

AI Technology

Client

Cohere

Credits

Eric Hu Astra Sodarsono Sam Dal Monte Linus Chui Amy Ni Pan Jerald Aguilar Natalie Brova Padrig Jones DIA

VP of Design Design Director Staff Brand Designer Senior Brand Designer Staff Web Designer Brand/Web Designer Content Director Copywriter Production Agency

Deliverables

Brand guidelines Out of home Digital banner ads Social media One-pagers Webpages Swag

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