One identity, three sub-brands

The brief was not a logo: it was a system.

The parent brand had to stand alone and take three surnames without turning into three separate brands.

Two routes were presented. The first resolves the mark with a circuit trace growing out of the word itself; the second with a neural-network symbol that can sit above or beside it.

Each was tested in positive and negative, horizontal and vertical, and with all three sub-brands attached — which is where systems break. The second route won: the neural-network symbol.