At AiR Hub, we’re working at the crossroads of artificial intelligence, gambling, innovation, regulation, and research. These are domains that don’t always speak the same visual language. So from the start, we knew our logo had to reflect this complexity, and we didn’t want to resort to gambling clichés or the typical “techy look.” We needed the logo to convey intelligence, credibility, and clarity, but it also had to be something that could live comfortably in both academic settings and digital spaces.
We spoke with the designer behind the AiR Hub visual identity to learn more about the creative process, inspirations, and design choices that brought the brand to life. The following interview was conducted via email with Rebecca Martin, the designer of the AiR Hub logo.
Were there any references that influenced your early sketches?
Definitely. I looked at brands like Anthropic and Evident AI because they’ve nailed that clean, confident wordmark approach. I’ve always liked logos that carry hidden meaning, so VAIO and PlayStation were also on my mind. They do a great job playing with visual perception in subtle ways. I also explored ideas like Venn diagrams and hub-and-spoke layouts, anything that could express overlap, systems, or convergence without being too literal.
What central idea or story does the logo aim to tell?
It’s really about connection. AiR Hub sits at the intersection of AI, gambling, regulation, and research, so I wanted the logo to reflect that convergence. The “I” in the middle acts like a spine, something that holds the whole structure together. It’s not loud or symbolic for the sake of it, but it tells a story through form. In the emblem, you’ll notice the neural structure is intentionally detached. That’s a nod to the ongoing search for insight. AiR Hub isn’t just connecting what’s known, it’s actively researching and working to link what isn’t clear yet. The neurons and connections also lean to the notion that this is a hub - connecting different researchers, domain experts and stakeholders across the globe, to collaborate on achieving the Hub’s objectives.
What was the toughest design challenge on this project and how did you solve it?
The hardest part was making something that felt fresh and forward-looking while still grounded enough to feel trustworthy, especially for regulators and academics. The answer came through restraint. I avoided trendy graphics and let the typography do the work. Every element was intentional, from the spacing around the “I” to the overall balance. The emblem helps bridge that gap between tech and research. It supports the typography with a visual system that hints at how AiR Hub is constantly piecing together new knowledge.
How did you balance originality with recognizability for a research-focused AI brand in the gambling space?
I went in knowing it needed to be different without being loud. The AI world is packed with either hyper-tech logos or super abstract ones, and gambling often falls back on flashy visuals. So I stripped everything back. The focus was on clean composition and meaningful spacing. It still reads instantly, but there’s enough nuance to make it feel considered and specific to AiR Hub’s purpose.
Now that the AiR Hub has launched, what aspect of the logo do you feel most proud of?
Honestly, I’m proud of how quiet it is. It doesn’t rely on complicated graphics or loud color, but it still carries weight. It says this is a serious, intelligent space without being rigid. That level of simplicity is hard to pull off, and I think it’s what will give the logo staying power. It works equally well in an academic journal and on a digital campaign, which is exactly what we needed.
How do you hope audiences feel when they first see the logo?
I want them to feel like they’ve landed somewhere credible. It should signal intelligence, seriousness, and structure without being cold. It’s meant to feel grounded, like the lab is here to do real work and bring clarity to a complex space. Whether someone’s coming from industry, academia, or regulation, the identity should feel like it respects their point of view.
Want to see more on how the AiR Hub logo came to life? Rebecca has created a dedicated project page showcasing the full process including some early sketches! Check it out and get in touch with her at https://www.rebeccamartindesign.com/.