Human Feedback Foundation
About
Human Feedback Foundation (HFF) helps make artificial intelligence more human-centered. They collect and use people's feedback to improve AI models in critical areas such as healthcare, governance, and democracy. HFF acts as an independent custodian of this data and supports the open-source developer community. They also educate and assist organizations in working with AI by creating educational programs.
Challenge
Our task was to develop a brand identity for HFF that reflected its commitment to open source and aligned with modern trends in artificial intelligence. The brand needed to inspire trust, resonate with a wide audience, and unite people around HFF’s mission: improving AI through human input. It was crucial for the design to effectively communicate the organization’s purpose while being intuitive and accessible across various platforms, including the website.
Process
The branding process began as an ambitious experiment. Human Feedback Foundation seemed like the perfect client for such a project—an organization whose mission revolves around improving AI with human input. We set out to create the brand identity for HFF using primarily AI tools like ChatGPT, Dall-E, and MidJourney. The idea was to see how far AI could take us in designing a brand that embodied HFF’s values of collaboration, open-source principles, and human-AI interaction.
Early on, AI helped us generate a brief, explore creative concepts, and even develop initial logo and design elements. However, as the project progressed, it became clear that AI alone couldn’t fully meet the vision and nuance required for HFF’s brand. At the client’s request, we brought in a human designer to refine and finalize the work, ensuring the brand resonated with HFF’s mission and audience. This pivot reflects HFF’s own ethos: bringing humans back into the loop of AI development.
Below are the initial logo ideas generated by Dall-E and Midjourney.
You can read the full article about the experiment here.
Result
The final visual identity is rooted in the concept of continuous dialogue between humans and AI. This idea is embodied in a logo featuring four rotating keyhole symbols, representing an infinite loop of interaction and the openness of the open-source initiative. The color palette, combining vibrant orange and purple, symbolizes the balance between the living and the machine. The graphic system includes intersecting circles that seamlessly move across various AI domains, illustrating human-AI collaboration. These elements create a cohesive and adaptable visual identity that works across multiple mediums.
Website
We also designed a minimalist landing page with animated graphics to emphasize the brand’s modernity and professionalism. This website effectively communicates HFF’s mission and inspires users to join their efforts in improving AI through human input.
We’re grateful to Oddbee for the opportunity to participate in this unique experiment. We’ve learned that while AI can be a fun creativity amplifier, the human-in-the-loop approach is essential to getting the most from AI systems.
Elena Yunusov
Executive Director, Human Feedback Foundation
