Leonardo.Ai — Rebrand

LEONARDO.AI
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01

Overview

LEONARDO.AI · REBRAND

Renaissance 2.0

A creative identity built for a new age of making.

Leonardo.Ai · Rebrand

A historical creative awakening became the lens for relaunching Leonardo.Ai in the middle of a new wave of AI innovation.

The Renaissance changed culture through new knowledge, new mindsets, and new tools. Today’s creative AI moment carries the same sense of possibility, so the identity looks backward for foundations and forward for expression.

Built with Koto and type designer Giulia Boggio, the system joins classical proportion with the freedom, speed, and playfulness of a modern creative platform.

Leonardo identity overview combining the wordmark, expressive type, creator stories, and a transit poster
Yours to createA shared language for the wordmark, type, imagery, product, and the people making with it.
02

Identity

Geometry as language

Circle, square, and triangle become a bridge between past and future.

The calculations and proportion systems associated with Leonardo’s era offered a disciplined starting point. Those primitives shaped the logo, the custom display type, the frames, and the maker’s marks.

The wordmark can occupy a whole surface or become a compact LEO shorthand. Purple, black, and white hold those different expressions together.

Leonardo.Ai wordmark in purple, black, and white across four color combinations
The wordmarkA geometric signature across the core brand colorways.
Three mobile layouts showing the LEO shorthand and stacked Leonardo wordmark
From Leonardo to LEOThe same identity adapts to tall formats, compact spaces, and social profiles.
Leonardo Purple#6E60EE
Ink Black#000000
Canvas White#EDEDED
03

Typography

Leo Renaisans

A typeface with structure at its core and room to play.

Designed with Giulia Boggio, Leo Renaisans brings geometric construction into a bold, characterful alphabet. Its filled alternates make that construction even more visible.

From a clear headline to an expressive composition, the type becomes part of the image: building, bending, and framing the idea it carries.

Leo Renaisans display alphabet with uppercase, lowercase, numerals, and punctuation
The display alphabetThe everyday voice of the identity.
Leo Renaisans filled alternate alphabet emphasizing circles, squares, and triangles
Filled alternatesA second expression built from the same geometry.
Six original typographic compositions: Build, Go, Play, Flow, Fly, and Iterate
Type as an imageOriginal brand treatments explore scale, perspective, and malleability.
04

Graphic toolkit

A coherent toolkit

Every element gives the maker another way to express an idea.

Two icon families serve different purposes: playful, malleable symbols for brand expression, and precise geometric icons for tools and features.

Frames give creative work a distinctive setting. Maker’s marks bring the person behind it into the identity, turning a sign-off into a small act of authorship.

Fifteen expressive Leonardo brand icons including spark, love, image, and speed
Malleable iconsSymbols for the joy and energy of making.
Purple line icons constructed from circles, squares, and triangles on black
Functional iconsA more precise language for product and features.
Six geometric frame constructions derived from circles and rectangles
FramesCircle, square, and triangle become containers for creativity.
Fifteen circular, square, and diamond maker signatures with creator names
Maker’s marksPersonal signatures built from a shared foundation.
Three mobile examples combining geometric frames, type, and generated artwork
A frame for every imaginationThe geometry holds imagery, expressive type, and the maker’s signature together.
Creator story, Veo 3 announcement, and product cards using the Leonardo graphic toolkit
The toolkit in useFrom creator stories to feature announcements, the parts form one recognizable system.
05

Motion

Digital play-doh

A brand system designed to stretch, shape, move, and respond.

The identity’s malleability comes to life in motion. Type bends, frames respond, and forms resolve with a sense of deliberate craft.

The supplied motion studies show how an expressive system can stay recognizable even as its shape keeps changing.

The rebrand system in motion
Malleable motion principle
Responsive motion principle
Motion principles in combination
06

In the world

Brand applications

One identity. A whole world of possibilities.

Generated imagery brings the range of the creative platform into the brand. The graphic system gives that variety a recognizable voice, from a social story to a large public canvas.

These applications from the brand guide show the identity across posters, digital placements, events, community, and merchandise.

A collage of Leonardo generated imagery spanning portraiture, fantasy, nature, and illustration
An open visual worldDifferent subjects, styles, and creative possibilities held within the same identity.
Three outdoor poster mockups combining a purple wordmark, generated imagery, and the invitation to play
A voice on the streetType, imagery, and the wordmark work together across an outdoor poster series.
Three social story applications using purple typography and geometric frames
Social storiesThe system adapts to a vertical canvas.
Leonardo digital banner and display ad mockups with expressive type and imagery
Digital advertisingA consistent voice across different placements.
Brand guide mockup of a transit poster reading Imagine it. Craft it.
At public scaleThe identity imagined in a transit setting.
Event space mockup with Infinite possibilities artwork and a large LEO wordmark
In a shared spaceBrand applications for events and gatherings.
Leonardo branded stickers and a community post about photorealism
Made to be sharedStickers and community expressions.
Merchandise mockups of a Yours to create tote bag and a stacked Leonardo.Ai T-shirt
Made to be carriedThe wordmark and invitation extend into merchandise.

Strong enough to feel unmistakably Leonardo. Open enough to remain yours to create.

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