The Story Behind Our New Look: Logo Relaunch for Cogito Tech

Well, it was time.

At the rate we are growing (incredibly fast—refer to our being featured in FT), we needed a new look to match the vision of where we’re headed. The first iteration of our branding was simple, essentially a visual representation of our name Cogito which in Latin means 'I think', and comes from the formula, cogito, ergo sum 'I think, therefore I am.’

Our new branding took over a month, with brainstorming sessions from our core leadership and marketing team, along with an outside branding firm, and multiple iterations.

Old (top) versus new (bottom):

Our first logo was literally just a clip-art level icon intended to explain what we were and to get us to launch our services (data annotation and labeling).

Having been in this industry, we are not just a training data services provider anymore. Over these past 8 years, we have honed our skills and have become a leading global services provider to AI and ML developers. We’ve served Fortune 500 companies and some of the most renowned AI platforms Worldwide. We have become experts in delivering quality work output across complex tasks and edge cases. The knowledge we have gathered throughout this journey has given us expertise second to none. This vast pool of knowledge and deep understanding of all current and futuristic AI applications sets us apart.

We’re a leading global player in our space, particularly when it comes to building Generative AI models with our consultative approach, backed with total transparency and compliance when it comes to curated data.

Our #1 goal? To help AI and ML model development teams save tremendous amounts of time, money, and energy.

The Story Behind the Logo

It’s a lot easier to do great marketing when you have three things:

• A great understanding of the customer.
• A great suite of services.
• Consistence branding and messaging.

So, we did what we needed to do…

As we began the process of revamping our website and giving a whole new look to our logo to make it spunky, hip, modern, and bold, we aimed to align it with our aspirations.

Let’s talk colors

We decided to go against the grain by changing our primary color from blue to dark purple. We wanted Cogito Tech to be viewed as a technically skilled services company with a global reach and impeccable delivery standards, which is why we chose purple. Purple symbolizes royalty, luxury, and excellence.

That said, we also wanted to introduce a tagline and a visual identity element to the logo. We debated this, but decided to go ahead only with the visual identity.

 Visual identity

The cobweb-like structure that you see towards the top right is a representation of ‘neural networks,’ the brain of AI systems, and placed like an infinity sign ∞– it complements the infinite possibilities that AI systems hold for humanity.

 Here’s what our new brand logo reflects:

• We emphasized typography to highlight our tech-driven identity and to clearly present our full company name, Cogito Tech.
• The icon is designed to represent ‘neural networks,’ reflecting our core technology.
• The overall design symbolizes our commitment to processing AI data, unlocking endless possibilities.

It’s Just the Beginning…

As a small team of fewer than 2,100 people, we are at the forefront of some momentous work, shaping the future of AI.

• We have ambitious goals that drive us forward.
• We are excited to share our vision and journey with you.
• Our commitment is to continually improve and innovate, making a difference every day.