Logo design

Logo design

AI Trust Signals

Logo design

Logo design

AI Trust Signals

AI Trust Signals

Duration: 7-10 business days

Industry: Saas

Founders: Marcus Sheridan & Patrick Moorhead

Deliverables: Logo concepts, final logo design

AI Trust Signals logo on a laptop screen, depicting a handshake formed by digital lines.
AI Trust Signals logo on a laptop screen, depicting a handshake formed by digital lines.
Challenge accepted
Challenge accepted

Patrick reached out saying he needed a logo for his new company. He wanted just a logo, without a logo manual. His ask was if I can create the logo in just 7-10 days. It was a great challenge to prove myself that I can do it and I said yes. Patrick immediately sent me a brief with a lot of specifics about his vision. Above else, the brief outlined how they'd like to approach the logo concept:


  • The "Signal": Waves, pulses, radar, a beacon, a clear transmission. 

  • "Trust" / "Verification": A shield, a quality seal, a checkmark, a stamp of approval. 

  • "AI" / "Intelligence": Abstract neural patterns, interconnected nodes, a focused lens.

  • "Score" / "Benchmark": A gauge, a clear upward-moving graph, a dial.

Duration: 7-10 business days

Industry: Saas

Founders: Marcus Sheridan & Patrick Moorhead

Deliverables: Logo concepts, final logo design

Duration: 7-10 business days

Industry: Saas

Founders: Marcus Sheridan & Patrick Moorhead

Deliverables: Logo concepts, final logo design

The concept that wasn't asked for
The concept that wasn't asked for

To find the right inspiration, I explored Pinterest, DALL-E, and Midjourney, working through all the brief's concepts. While thinking about expressing trust, I started to think about something that wasn't in the brief, a concept of a handshake. It came to me as a logical solution, because it was directly inspired by what they do: "Does AI trust my brand?" I sketched first drafts, including the handshake concept, and sent them to Patrick. He immediately gravitated toward the handshake, appreciating it precisely because it wasn't in the original brief, but reflected their brand perfectly.

Visual representation of brand development, showing various logo concepts and design sketches on an iPad, contrasted with the final AI Trust Signals logo, featuring a digital handshake, displayed prominently on a laptop screen.
Visual representation of brand development, showing various logo concepts and design sketches on an iPad, contrasted with the final AI Trust Signals logo, featuring a digital handshake, displayed prominently on a laptop screen.
The art of iteration
The art of iteration

In the next step, I explored different handshake approaches, refined and iterated them. I have explored human-robot handshake using various design elements that suggested cooperation and trust between humans and AI.

Breaking my own rules
Breaking my own rules

After consulting with Patrick, I learned he liked the nodes motif, something I'd initially dismissed. After some testing and iterating, I found an elegant solution that satisfied both of us. As a designer who loves minimalism, this pushed me outside my comfort zone, but after deeper exploration, I created a concept we both loved. Patrick and his business partners said yes to it unanimously.

The last 10% that makes 100%
The last 10% that makes 100%

Next step was selecting the right typeface to complement the logo. The client suggested Inter typeface, but I explored other options as well. I needed a font that would have proper kerning, be condensed enough to work with the longer name but not too much so it wouldn't feel cramped. The font had to reflect modernity, clarity, and innovation. It also had to meet accessibility standards and include Latin characters. I selected Figtree typeface, and after consulting with Patrick, he confirmed I had chosen well.


The final step was about preparing the logo for export in all necessary formats and in all color variations based on the brief. They had the color scheme defined in the brief, I created the combinations. I also created several logo variations for different types of usage as well as a favicon.

Lessons learned
Lessons learned

This project taught me that the best design work happens at the intersection of listening, exploring, and staying open. The final logo succeeded not because I followed instructions perfectly, but because I was open to communication and exploring beyond my comfort zone. Here is what I learned:


  • Listen to what the company does, not just what they ask for

  • Comfort zones are limiting—push past them

  • Delivery details matter as much as the concept itself

  • Stay open to concepts you initially reject

  • Client feedback can reveal solutions you hadn't considered