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To develop a name and identity system for Facebook's new personal assistant tool to live within Messenger. The product launched this Fall as 'M', a human / AI powered assistant able to complete complex tasks other services are not capable of.
We were asked to imbue this assistant with with a future forward spirit. One that conveys 'M' as an innovative, useful, and trustworthy tool for consumers. The simple, straightforward name reflects this while pointing towards the future. The identity takes the letter 'M' and blends it with an infinity symbol to visualize the superpowers within.
Together the symbol and name make M feel alive, friendly, and relatable, and capable of anything.
The identity system was successfully delivered for the beta launch of 'M', conveying it's unique combination of technology and human-powered assistance. The final mark draws allows the system to adapt or change form based on different interactions or experiences.