Faculty, an AI company founded in 2014, has revealed a fresh new look designed by Koto. The rebrand reflects how far the organization has come—from its academic beginnings to becoming a key player in the AI space. The updated identity aims to capture its strong research roots and hands-on approach to developing AI solutions that make a real difference across industries like energy, education, law enforcement, and insurance.
At the center of this transformation is a refined logo that speaks to the company’s updated direction: “Frontier AI for the frontlines of the world.” A more sophisticated serif typeface has replaced the old minimalist sans-serif wordmark. The new typography has a sharper, more polished feel, balancing academic credibility and corporate professionalism. The letterforms are crisp and elegant, giving the logo a sense of authority without feeling overly formal.
Previously, the logo had a distinct italicized “y,” a clever nod to mathematical notation—a detail that resonated with data scientists but might’ve felt niche to broader audiences. The new logo ditches this inside reference for a cleaner design that feels more accessible while still projecting clarity and confidence. The bold, all-caps serif wordmark delivers a solid, cohesive look that feels grounded and impactful.
A standout addition to the rebrand is a sleek monogram—an abstract, flowing “f,” a versatile symbol for the company. Its elegant, flaring strokes echo the sophistication of the main wordmark, creating a seamless connection between the two. What’s interesting about the monogram is that it works as an ambigram, meaning it looks the same even when flipped upside down. This subtle detail adds a layer of intrigue, symbolizing the brand’s ability to bridge academic theory with real-world applications.
The team worked with Koto to create a custom typeface called Glyphic, inspired by the classic Albertus font, famously used on London street signs since the 1930s. The design choice nods to the history of British computing pioneers like Alan Turing, subtly reinforcing the company’s deep ties to the early days of AI. The sharp serifs and unique letterforms in Glyphic give off a timeless yet modern vibe, perfectly matching the brand’s identity.
To complement Glyphic, the rebrand introduces Inter Tight, a clean, sans-serif typeface designed for digital use. Its crisp lines and compact style ensure screen readability while maintaining a cohesive look alongside the serif fonts. Together, these typefaces create a dynamic mix of classic and contemporary—rooted in tradition but ready for the future.
When it comes to color, the palette is understated and professional. Neutral tones focus on the typography and monogram, letting the design speak for itself without distraction. The minimalist approach gives the brand a timeless quality, making it versatile enough to work across academic and corporate settings.
The rebrand doesn’t stop at the logo and typography. The updated identity includes a flexible design system that works across various projects. The iconography draws inspiration from scientific symbols and data visualization, reinforcing the company’s focus on precision. Structured layouts and grid systems mirror the analytical nature of its work while leaving room for creativity in marketing and communications.
By blending a research-driven background with real-world impact, the new identity positions Faculty as a trailblazer in AI, ready to shape the future with intelligence, integrity, and innovation.
