Graphcore?s Colorful Hardware Was Designed by Algorithmic Software
One glance at Graphcore's branding and hardware and you'll see that it looks like no other rack and server manufacturer.
Graphcore is a tech start-up based in Bristol (UK) and Palo Alto, California focused on developing machine learning hardware engineered as the building blocks for ever smarter and responsive artificial intelligence. By all expectations Graphcore branding and hardware should look like every other rack and server manufacturer. Boring. But one quick glance proves this is most certainly not the case.
Tapping the talents of design firm Pentagram and UK industrial design studio Map, Graphcore has been given a fresh and dynamic branding, one operating under the concept of resolution ? individual components joining to form more complex solutions by sensing and responding to its environment. The brand design began with Pentagram partners Jody Hudson-Powell and Luke Powell going against the grain of an industry traditionally characterized by the absence of any personality, let alone design. The identity toolkit features a soft color palette, geometric and glyph iconography, with its own bespoke typeface called Graphcore Quantized; Graphcore has been given an optimistic and holistic design language communicating the company’s desire to humanize an industry equated with cold and calculated progress.
Each Graphcore IPU (intelligent processing unit) is comprised of modular and colorful processor units, each pattern algorithmically generated using a pro...
Graphcore is a tech start-up based in Bristol (UK) and Palo Alto, California focused on developing machine learning hardware engineered as the building blocks for ever smarter and responsive artificial intelligence. By all expectations Graphcore branding and hardware should look like every other rack and server manufacturer. Boring. But one quick glance proves this is most certainly not the case.
Tapping the talents of design firm Pentagram and UK industrial design studio Map, Graphcore has been given a fresh and dynamic branding, one operating under the concept of resolution ? individual components joining to form more complex solutions by sensing and responding to its environment. The brand design began with Pentagram partners Jody Hudson-Powell and Luke Powell going against the grain of an industry traditionally characterized by the absence of any personality, let alone design. The identity toolkit features a soft color palette, geometric and glyph iconography, with its own bespoke typeface called Graphcore Quantized; Graphcore has been given an optimistic and holistic design language communicating the company’s desire to humanize an industry equated with cold and calculated progress.
Each Graphcore IPU (intelligent processing unit) is comprised of modular and colorful processor units, each pattern algorithmically generated using a pro...
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