Salesforce Gen AI Branding & Identity
Salesforce seeks to establish a strong brand identity for its Gen AI product, ensuring it is instantly recognizable as a Salesforce offering while differentiating it from existing AI products.
Challenge: Brand Recognition & Market Positioning
Goal: Create a distinct brand identity for the Gen AI product, differentiating it from Salesforce’s existing AI offerings and competitors.
Solution: Leveraging the Einstein Icon
The well-known Einstein Icon provided a recognizable way to symbolize Gen AI capabilities. My initial work established the foundation for the creative team to develop the Einstein Copilot brand. The icon is applied as a Gen AI feature indicator and a toggle to open/close Einstein Copilot.
The Einstein head icon can indicate an AI feature.
Einstein Copilot Icon Usage Example
Einstein Copilot Icon can use as A Toggle to open and close the Einstein Copilot panel.
Einstein Copilot Toggle Example
Challenges: Human Creation vs. AI Generation
Users are exploring Gen AI products, but content accuracy and sourcing are concerns. Salesforce mixes human-created and AI-generated content, so it’s essential to clearly label AI-generated content to distinguish Gen AI products from existing offerings.
Solution: The Sparkle Icons
Inspired by Gen AI trends, I designed two sparkle icon variations for Salesforce:
Three Sparkles: Marks AI-powered buttons that open Einstein Copilot.
Single Sparkle: Indicates AI-generated content and can pair with other icons (e.g., pencil for AI-assisted editing, refresh for content regeneration).
Three Sparkles Icon
Einstein Copilot triggers launch the panel directly from AI-powered fields. It does not close the panel.
Einstein Copilot Trigger Button Example: Inputs
Single Sparkle Icon
The single sparkle icon indicates the content has been generated by AI, and no human has modified it. A tooltip will display on a hover state.
The single sparkle icon indicates the content has been generated by AI, and no human has modified it. A tooltip will display on a hover state.
Single Sparkle Icon Example: Text input filled with generated content.
Impact
The sparkle icons, a universal symbol across Salesforce Gen AI products, streamline access to Einstein Copilot and visually distinguish content origins. This design choice bolsters Salesforce's credibility by demonstrating the transparency and accountability of our AI, fostering user trust and confidence.