Interspecies Collaboration in the Design of Visual Identity: A Case Study

TL;DR

This paper explores interspecies collaboration in visual identity design by integrating human and AI inputs, demonstrated through a case study of CRTA using robotic and neural network-generated elements.

Contribution

It introduces a novel approach to visual identity creation that combines human and AI collaboration, exemplified through a detailed case study of CRTA.

Findings

AI-generated design elements reflect human-robot collaboration

The visual identity emphasizes reciprocal relationship with technology

The approach showcases hybrid, algorithmic creativity in branding

Abstract

Design usually relies on human ingenuity, but the past decade has seen the field's toolbox expanding to Artificial Intelligence (AI) and its adjacent methods, making room for hybrid, algorithmic creations. This article aims to substantiate the concept of interspecies collaboration - that of natural and artificial intelligence - in the active co-creation of a visual identity, describing a case study of the Regional Center of Excellence for Robotic Technology (CRTA) which opened on 750 m2 in June 2021 within the University of Zagreb. The visual identity of the Center comprises three separately devised elements, each representative of the human-AI relationship and embedded in the institution's logo. Firstly, the letter "C" (from the CRTA acronym) was created using a Gaussian Mixture Model (GMM) applied to (x, y) coordinates that the neurosurgical robot RONNA, CRTA's flagship innovation, generated when hand-guided by a human operator. The second shape of the letter "C" was created by using the same (x, y) coordinates as inputs fed to a neural network whose goal was to output letters in a novel, AI-generated typography. A basic feedforward back-propagating neural network with two hidden layers was chosen for the task. The final and third design element was a trajectory the robot RONNA makes when performing a brain biopsy. As CRTA embodies a state-of-the-art venue for robotics research, the 'interspecies' approach was used to accentuate the importance of human-robot collaboration which is at the core of the newly opened Center, illustrating the potential of reciprocal and amicable relationship that humans could have with technology.