NXTminds first company in the Netherlands to create brand identity with help from AI

NXTminds has become the first Dutch company to have its brand identity and logo designed by artificial intelligence (AI). The corporate identity, featuring a logo of an owl with tentacles, was created with the help of various AI programs by AI creative director & AI artist Rodger Werkhoven and brand strategist Bob van der Lee. This design gives the new flex intermediary for IT, Data and AI professionals a visual identity that is both edgy and charismatic.

As an intermediary, NXTminds helps clients with digital transformations by finding experts to provide temporary support in the areas of IT, data and AI. In addition, NXTminds is building an AI community of professionals and applying AI to internal processes where it makes sense. According to Edwin Gierstberg, CEO of NXTminds, being the first Dutch organisation to design their brand identity using AI was "a logical step."

Generating outcomes through an AI machine requires human input. The prompt, the task you ask the AI tool to perform, is important here. For example, core values such as brand personality and archetype must be established and explained. The team therefore began with an inspiration session discussing what NXTminds stands for and what services it provides. It was agreed that the intermediary's brand identity should be stimulating, innovative, contemporary and exude expertise. Werkhoven and Van der Lee set to work and soon, with the help of various AI programs, several slogans were devised. In the end, the team chose for "We are the NXTminds.

The first images emerged after a prompt to AI visualisation tool Midjourney. These were multiple personalities, each with a mix of colors and textures, symbolizing versatility and progressiveness. With necessary tweaks and adjustments, the first part of the brand identity was thus developed. AI artist Bob van der Lee explains: "The brand vision embraces diversity and non-binarity, with softer colors that stand out from the usual masculine branding. The trick was mainly how to stay away from stock images of zeros and ones and images of brains."

One of the results form the inspiration session was that NXTminds operates as a guide. Werkhoven and Van der Lee incorporated this into the process. "When I asked AI what animals would emanate that, I got two animals in response. The owl, the symbol of knowledge and wisdom that can turn its head 360 degrees and the octopus with its flexible tentacles and multiple brains. Thus was born the "octo owl. An icon that can be used as a logo, but also embraced by the yet-to-be-built community of AI experts."

NXTminds is enthusiastic about the result and also the method. "The best of man and machine have been combined here," says Edwin Gierstberg. "Exactly what we want to offer our clients with NXTminds: professionals who are at the forefront of building, implementing and applying new technology." Vera Schut, COO of NXTminds, is also pleased: "We were immediately enthusiastic about the colors and heads looking forward. We especially like the colors and the symbolism of the different forward-looking 'minds'."