Digital studio Koto has unveiled an all-new identity for the Microsoft Copilot+ PC series, designed to bring AI to life and reflect the “friendship between humanity and technology.” Covering a range of Microsoft Surface Pro devices (including the best AI laptops), the identity includes a new Copilot+ PC wordmark, a unified color approach, and a motion design system.
With built-in AI, Microsoft Copilot+ PCs are equipped with Snapdragon X-series processors for improved speed and all-day battery life, as well as a powerful Neural Processing Unit (NPU) for up to 90% faster performance. The Microsoft Copilot+ PC brand promotes the concept of “enlightenment through AI,” positioning the power of AI as something that's accessible and seamlessly integrated into your everyday life. (If you're on the hunt for new gear, check out the best early Prime Day laptop deals.)
(Image courtesy of Koto)
The new Microsoft Copilot+ PC logo (above) combines the existing “+” symbol (designed in-house at Microsoft) with a new wordmark by Koto. It is designed to represent the union of technology and humanity, while the color scheme throughout the identity is notably warm and bright. “In a world where AI is often depicted in dark and heavy tones, evoking magic and mysticism, Microsoft offers a different story,” Koto announced in a press release. “Copilot+ PC aims to make life brighter by reducing the workload, enhancing human creativity, and bringing light to everyday life.”
“The challenge with AI is that unless people actually use it, it's a huge waste of time, energy and resources,” Koto's creative director Sam Howard told Creative Bloq. “But it has to start with education. AI is talked about a lot on the industry side, but overall it's still pretty misunderstood. So we knew we needed to create something that would actually resonate with people and help them understand the impact this technology will have on their lives – not some idealized, sci-fi-esque, tech-heavy future.”
“Instead, we focused on building a brand that puts people at the center of the experience by showing them the true power of Microsoft AI to improve and enrich their everyday lives. And we do it in a way that makes this complex, ineffable technology more real and approachable.”
(Image courtesy of Koto)
“The biggest challenge was finding a balance between the power of new technology and being human and approachable,” Howard added. “Gradients were already present in the Copilot brand and had become something of a category convention, so we knew we could leverage that as a core element of the brand to immediately communicate that this was an AI product.”
“But this was part of a larger consideration: figuring out which brand elements needed to fit category conventions and which needed to be unique and differentiating was a top priority for us. So we wanted to ensure that our visual language felt grounded and real, rather than using gradients that looked computer-generated or synthetic and populated the space.”
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(Image courtesy of Koto)
“We took inspiration from natural light to create a gradient system that captured a sense of intelligence and power, but that felt inherently real. And again, the goal was to communicate how this technology actually works and feels in everyday life. Reflecting the everyday world around us gave the brand a differentiated point of view, yet one that is recognisable as part of an emerging category.”
(Image courtesy of Koto)
From non-boring environmental stewardship to painfully Gen Z finance, Koto has been tackling some creative and complex challenges in recent months, with finding the human side of AI with Microsoft undoubtedly ranking high on the list.
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