AI Platform Rebranding
Client
amber Tech GMBH
Year
2024-2026
MEDIUM
DIGITAL / PRINT
Category
BRAND DEVELOPMENT / UI DESIGN
amberSearch is a generative AI–powered enterprise search platform that enables employees to quickly locate and access internal company knowledge across diverse systems, content formats, and languages. Founded in Aachen, Germany in 2020, it is positioned as Europe’s leading Business AI solution for small and medium-sized enterprises.
THE CHALLENGE
amberSearch had a working identity – including a recognizable “a-symbol” – but it was starting to feel unfinished. As the company grew from a startup into a serious AI platform for enterprises, the brand needed to:
- Look more professional and consistent across touchpoints
- Keep the existing a-symbol (too much equity to lose)
- Scale easily onto digital means or even physical ones
The risk? Changing just enough to mature the brand, but not so much that existing users got confused.
My Approach
I treated this as a preservation + evolution project. The goal wasn’t to reinvent – it was to refine, systemize, and document.
1. Logo: Keep the core, clean the edges
The a-symbol stayed visually unchanged (from the first rebrand). Instead of touching the icon itself, I focused on:
- Spacing around the mark
- Minimum size rules
- Clear background handling (light/dark versions)
2. Icon system: Simple shapes, consistent logic
I built a modular composition system that follows the same construction rules. This made the system:
- Easy to extend
- Visually cohesive
- Connected to AI concepts (nodes, connections, search pathways)
3. Lettermark: Small tweaks, big difference
The original wordmark used Nordique Pro (regular). I kept the font as a base but manually adjusted:
- Kerning for readability
- Letter proportions for visual weight
- Terminal cuts for a more distinct, owned look
The result: it still looks as Nordique Pro, but it’s not off-the-shelf anymore.
VISUALS APPLICATION
The entire design system has been applied into to many printed or digital products
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