Leonardo.Ai is updating its brand identity as it positions itself as a major creative tool rather than a service for generating on-demand images. The project, part of the Canva ecosystem, is building a new narrative centered on the creator, their vision, and control over the final result. Within the brand, AI is presented as a working assistant that helps develop ideas, refine content, and guide the process from the first sketch to the finished version.
The redesign was developed in collaboration with the international studio Koto. The foundation was the “Yours to Create” formula. The idea is that creativity remains with the person, while algorithms work alongside them to help bring the concept to life. Against the backdrop of the rebranding, Leonardo.Ai is also changing the brand’s role. The platform is moving away from a niche image generator and building an ecosystem around it for full-fledged creative processes. The launch of a new API coincided with this phase. Through it, images can be created within the Leonardo interface and then transferred to other products and workflows. The company intends to enter the market for design tools, studios, and developers.
The new logo differs from the previous one. Previously, the brand played on the name and depicted Leonardo da Vinci in a concise, illustrative style, accompanied by a simple wordmark. The new version abandons historical references and relies solely on typography. The wordmark combines rounded shapes and rigid geometry, making the logo feel fresher and better aligned with the AI software category. Despite the presentation’s strength, the connection to the brand name has become less obvious. The project also features the abbreviation LEO, a controversial move since some associations lead to astrology rather than the name Leonardo.
The entire identity is conceived as a flexible system that adapts its appearance to the content. A custom typeface, Leo Renaisans, was created for the brand. It is based on geometric proportions and classical symmetry. The project explores the theme of a modern Renaissance, a period in which technology is reshaping the creation of art and visual culture.
When comparing the old and new versions, a complete shift in presentation is evident. The previous logo relied on a direct, illustrative association with the name. The new brand builds its identity through the typeface, modularity, and the system’s variable nature. The new look speaks to creative freedom, curiosity, experimentation, and control over the outcome. Through this rebranding, Leonardo.Ai is taking a broader approach and striving to become a platform where AI is integrated into the creative process as a working partner. At the same time, the creator remains at the center of the entire structure.
