What problems are we solving with this branding project?
ML2GROW is a young company formed by enthusiastic and passionate experts in the development and implementation of advanced “machine learning” software.
Created in 2017 as a spin-off company of Ghent University and IMEC (the world leader in research, development and innovation in nanoelectronics and digital technologies), ML2GROW needed an identity that could easily communicate the attributes of the company, balancing the youthful and enthusiastic personality with the professionalism of an expert business.
Our mission was to create an image that would reflect the passionate and relaxed spirit of the team, as well as the academic origins of the experts, united under a company that offers “end-to-end” services in the field of advanced “machine learning” techniques.
What is the best approach for the brand?
Transparency, simplicity, intelligence
All of the competitive brands that were analysed in the branding strategy promise personalized and efficient solutions, take pride with a team of experts who are constantly improving themselves, and have a futuristic vision.
ML2GROW, embodies all of the above, and, in addition, the real passion for machine learning and a team of experts with brilliant minds and high educational background.
Although the team works in a relaxed environment, they are always up to date with the latest technologies and focused on finding an “end-to-end” solution for each project.
The visual identity of the brand is simple and clean, dominated by the light blue colour that offers a feeling of stability and trust, as well as calmness and intelligence. Fluid and rounded shapes have also been included to convey the relaxed environment.
The symbolism behind the logo .
The logo is typographic with a small visual trick under the letter “O” that symbolizes the concept of artificial intelligence and machine learning.
The name of the company itself is an abbreviation of “Machine Learning to Grow = ML2GROW”, with the number 2 positioned in the upper right to illustrate exponential growth.