004. Razzle
Overview
Razzle is a developer tool that allows users to simply describe what they are trying to do in natural language. It uses GPT-3 powered Artificial Intelligence to execute action in your code. Razzle is deisigned to distract you less.
Client
Razzle
Industry
Artificial Intelligence (AI)
Deliverable
Visual Identity
Roles
Visual & Brand Designer
Timeline
2022
Visit Website
https://www.getrazzle.com/Design Process
Collaborated closely with Razzle's founders. Throughout our collaboration, I guided them through key design steps.We began by talking about their brand's essence and creating visual inspiration boards. Then I presented various logo concepts to them for feedback and opinions. I refined the logo design after deciding on a direction.
Logo sketches
Approved logo symbol
Color Selection
Colour is the most impactful and memorable brand asset. The colour scheme is inspired by Razzle's primary brand colour, Electric Indigo (purple). Black, grey, and white add depth to the palette, whereas Pink Lavender, Lavender Blue, and Beau Blue are versatile in digital applications.
Razzle colour palette
Typography
The typography is simple, straightforward, and functional, reflecting Razzle's genuine friendliness. Limited weights were used to create a consistent and bold visual impact. The typeface name is Mona Sans by Github.
Typeface guideline
Putting the brand to work
Following careful consideration and refinement, we decided on a final design direction that effectively captured the spirit of Razzle AI's brand. The chosen identity includes a dynamic logo mark that represents the ongoing evolution and transformation enabled by AI technology.
Billboard design
Street poster design
Results
Razzle's new visual identity has enabled them to achieve brand cohesion across all touchpoints, including their website and marketing materials, as well as product interfaces and presentations. Consistent use of visual elements reinforces Razzle's identity and improves brand recognition.
Logo Explorations
Conclusion
We successfully redefined Razzle's visual identity by applying strategic design thinking and creative execution to align it with their brand values and business objectives. The new visual identity not only strengthens Razzle's market position, but also paves the way for future growth and innovation in the rapidly evolving field of AI.