Twelve Labs by Pentagram
A brand identity for a new AI Video model
Brand: Twelve Labs
Studio: Pentagram
Typefaces: Milling
To see is to understand
Video dominates today’s internet. Trillions of frames, millions of hours - and it’s growing exponentially every day.
But understanding what’s really happening in a video – actually reasoning about it – remains one of AI’s biggest blind spots. Most systems rely on labels, tags and transcriptions. They don’t understand continuity, sequence or meaning. They don’t see video as humans do.
TwelveLabs does. Its models don’t just watch video – they read it, hear it and pick up on the rhythm of a scene. Connect a moment of dialogue to a gesture three minutes later. Track objects, movement, emotion and events through time. It’s not just vision – it’s genuine comprehension.
Based between Seoul and San Francisco, TwelveLabs is building a new kind of video infrastructure: foundation models that treat video as a living, dynamic system. As the company scaled its product offering, research teams, and global reach, it needed a new identity to express not just what the technology does, but what it means for the future of video.
Video as volume
The core conceptual leap in TwelveLabs’ technology is simple, but radical: what if video isn’t a timeline, but a volume?
Rather than processing video frame-by-frame, TwelveLabs encodes it as a multidimensional block of data – compressing audio, text, movement, visuals and context into something that can be searched, navigated and understood. It’s like giving AI not just eyes and ears, but memory, intuition and intent, too.
We turned this idea – video as volume – into the foundation for the new identity. If TwelveLabs’ models perceive time spatially, the brand should too. Threads of information pulse through layouts. Diagrams show video flowing across dimensions. Colour, movement and layout all work together to express a system in perpetual motion - smart, elegant, alive.
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