WGSN Unveils New AI Brand Identity: Discover What’s Next in Innovation!

Q. Selecting a name for such a significant addition must have posed a challenge. Why did you choose ‘Pulse’?

We considered several options, but ‘Pulse’ quickly rose to the top as our preferred choice. Our intention was to find a name that conveyed vitality—something that could intuitively grow with the platform as it develops.
In the realm of trend forecasting, ‘pulse’ is a well-known term used to describe the real-time heartbeat of a market or industry. It effectively communicates the function of our tool, which allows users to gauge the current state of a trend.
We selected it because it is straightforward, easy to remember, and clearly conveys the value of the tool, providing timely and relevant insights that align with ongoing changes.

Q. Can you elaborate on the meaning behind the Pulse logomark?

The logomark features five interconnected circles that symbolize a vibrant hub of activity. These elements interact dynamically, creating a rhythm—much like a visual heartbeat that appears alive and in motion. We aimed for a design that was simple yet rich in character, encapsulating the essence of Pulse as a living, breathing entity within the platform.
As users engage with it, Pulse showcases various modes: Thinking, Resting, Responding, and Greeting. Each mode offers unique visual feedback, making Pulse feel more like a companion rather than just a tool—something that is interactive, engaging, and always aligned with the user.

Q: How did the design process for an AI differ from a conventional brand identity project? What unique creative challenges did you encounter?

While we adhered to a standard procedure of establishing core concepts and principles, the primary creative hurdle was crafting a brand identity that functioned both as a practical tool and as a symbol capable of evolution. Unlike a traditional logo, our logomark needed to serve as a usable UI element, which meant it had to be functional and intuitive while also being aesthetically pleasing. This requirement necessitated that the mark be highly scalable and adaptable for the future. It would need to be integrated across the entire user journey and should evolve seamlessly as the tool and its features expand. Our task was to create an identity that was not only robust today but could also adapt alongside the AI as it grows.

Q. What emotions do you hope people experience when they first interact with Pulse?

I aspire for Pulse to come across as friendly, inquisitive, and slightly whimsical—like it’s eager to engage your curiosity from the outset. It should encourage exploration and convey the feeling that you are engaging with something lively, intelligent, and full of character.

Q: What is one key takeaway from designing Pulse that you will apply in future projects?

Initially, creating a brand identity for Pulse was not part of the plan; our focus was primarily on developing the tool itself. However, I recognized an opportunity to provide it with a visual identity. I will always remember the moment I revealed the design concepts to the engineering and product management teams. Their enthusiasm was palpable. Suddenly, the tool named “Pulse” was endowed with a visual identity, completely transforming the user experience. That moment reinforced my belief that even when it’s not anticipated, taking that extra step to imbue a product with personality can significantly enhance how people relate to it.