AEQUITAS

This project proposes to create and broadly distribute an open playground for AI developers and users to create controlled experiments via the exploration of all experimental dimensions (factorial design) by turning the ‘dials’ that affect fairness. The concept of equality is present in the AEQUITAS branding proposal. The logo symbol is made up of different curved shapes that interact in a dynamic and balanced movement. The shapes are representative of different groups with different ways of thinking and acting that, through the pendulum movement, compensate and equalize their forces in favor of a greater and common objective for all. The curved shape closest to the center of the core represents a person, because AEQUITAS is a European project made for people and for good. The symbol as a whole is an open shape (not a closed circle). This openness is based on the assumption of an inclusive, accessible and collaborative project. The colors, which represent different groups, are also divided into warm and cool tones. The cool colors, different tones of blue, are more related to the technological universe of artificial intelligence, while the warm tones, red and yellow, approach the more human side. The typography reflects modernity and innovation. We chose to highlight the AI only in the signature, and keep the word AEQUITAS uniform. This way, reading becomes easier and more immediate. The brand created for AEQUITAS aimed to provide a cohesive visual identity of the project. For a correct usage of the logo, LOBA has developed a brand manual.