Sizzle
We are a company that develops new ways to cook by combining artificial intelligence with a lovable mascot. Our main product is an app that you can use while cooking and implements new creative techniques. Our target audience is 25-34 year old women. We want to communicate a playful aesthetic while at the same time appearing modern and clean.
You must create a logo and a visual mascot using the information given in this brief. They would prefer a combination mark that uses the color red. The logo will be embroidered on uniforms. The visual mascot will be featured on the app. Take into account the company's values and preferences, and make sure it will work for the planned use-cases.
In my opinion, research is the most important step of the design process. An understanding of the standard design approach allows you to follow and break conventions in a strategic way. Let’s start by listing out some popular examples of AI and robotic mascots to see what consumers tend to appreciate in a virtual assistant.
Siri
Uses a deferential tone
Expresses human-like characteristics with a calm, attentive vocal tone and lighthearted, inoffensive humor
Visually futuristic using a relatively minimal gradient based icon
R2D2
Loved for his perceived loyalty, he's also deferential
Endears people with only robotic noises and light flashes
Composed of metal, visually round, and definitively non-human
Nomi
Functions almost like an intelligent emoji, changing expression depending on context
Visually round and minimal, only a solid black circle with white eyes
These are a couple of common traits I've found in these three examples.
The Uncanny Valley
The uncanny valley is a concept that describes how inanimate objects that look slightly human are cute (like a rock with googly eyes), but as they become more human they become unsettling. Each of these designs give their assistant a sparing amount of human-like qualities, in order to avoid scaring away their audience.
Use of Rounded Figures
Each of the examples above avoid sharp edges, opting for rounded designs instead. This gives these figures a presence of softness, comfort, and safety. This is necessary to counteract the discomfort a new user might have when introducing a virtual assistant into personal places like their phone, home, or car.
Tone of Deference
In visual aesthetic and behavior, these examples are designed to have a deferential and respectful tone. This aligns with the role that these mascots play: being assistants.
The mascot should be endearing, non-human, and cute to ease digital hesitancy
Use round shapes and soft edges to promote feelings of comfort and safety
Use visual shorthand for skillful cooking: cookbooks, chef hats, aprons, utensils, cookware
Narrowed it down to using a chef hat, since they are easily recognizable and naturally have a round, soft outline
Name
Chef Mochi
Visual
A round, white mochi wearing a red chef's hat
V1: Good start, but minimal and not very memorable or striking
V2: The gradient adds depth, but isn't very playful
V3: Sticker style adds a clean, playful aesthetic, but the eyes are slightly confrontational
V4: The design is simple, striking, endearing, and deferent.
