Communication

ERNIE Branding Visual Design

Extra Form

Area	China
Year	2025
Award	WINNER
Affiliation	BAIDU ONLINE NETWORK TECHNOLOGY BEIJING Co., Ltd.
Designer	TPG User Experience Department(TPUE)
Description(English)	Ernie, Baidu's latest knowledge-enhanced LLM, leads enterprise AI solutions. Rooted in NLP's "Cognitive Origin" and "Intelligence Everywhere" philosophies, its brand merges organic fluidity with tech rationality, crafting a disruptive yet practical AI identity. As a generative AI pioneer, it reshapes human-machine relationships via neural-inspired gradient colors, symbolizing self-evolution during user interaction. This dynamic system bridges tech and emotions, reflecting Ernie’s mission to explore AI's potential with optimism and humility. As Baidu’s flagship LLM, Ernie aids industry-wide intelligent transformation to unlock vast potential.
Description(Native)	Ernie 是百度新一代知识增强型大型语言模型。为更好地满足当今快速演进的业务需求，我们将其全新塑造为百度企业级 AI 解决方案中极具代表性的智能化新形象。 品牌核心植根于自然语言处理（NLP）的“认知本源”这一理念，深度探索“AI，无处不在”的未来愿景，旨在打造一个兼具颠覆性与实用性的 AI 品牌形象。全新的品牌识别系统以“生命 + 技术 + 融合”为核心观念，将生命的流动性与技术的理性巧妙融合，为 AI 世界注入智慧与温度。 在这个飞速发展的时代，生成式人工智能已成为推动变革的重要引擎，而 Ernie 作为百度领先的大语言模型之一，为用户带来了前所未有的创作体验和无限的应用可能，重新定义人机关系的未来形态。 而Ernie 的视觉识别系统以“认知本源”为灵感，模拟神经网络的逻辑与结构，通过多彩而富有生命力的色谱系统展现其智能特性。流动、融合的色彩不仅象征着 AI 在与用户持续互动与协作中的自我进化与学习能力，也描绘出一个不断涌现智慧的生命体形象。 这一富有表现力的视觉语言构建了一个智能而充满张力的感官世界。色彩的流动变化以感性的方式拉近技术与用户之间的距离，完美诠释了 Ernie 品牌以“乐观谦逊”的姿态探索人工智能无限潜力的初心。作为百度技术实力的核心体现，Ernie 正以专业领先的大语言模型技术，助力各行各业迈向智能化变革，展现出强大的发展潜力与美好前景。
Positive Comments
Judging Comments	Ernie, Baidu’s flagship knowledge-enhanced LLM, blends organic fluidity with technological precision to express its “Cognitive Origin” and “Intelligence Everywhere” philosophies. Neural-inspired gradient colors symbolize self-evolution through user interaction, while its dynamic identity bridges technology and emotion. Praised for redefining human–machine relationships, it reflects optimism and humility while driving intelligent transformation across industries.

1. in Industrial
   

   One touch Emergency descent device

2. in Industrial
   

   Snow Leopard

3. in Industrial
   

   Midnight

4. in Industrial
   

   Blank

5. in Industrial
   

   Dooo

6. in Industrial
   

   EE GO

7. in Industrial
   

   Green Post it

8. in Industrial
   

   SPIMOS

9. in Industrial
   

   Thome the glow

10. in Industrial
    

    Crescent Moon Sofa

11. in Industrial
    

    O2 office chair

12. in Industrial
    

    Echoes of the East

13. in Industrial
    

    Clarii mini

14. in Industrial
    

    Multi purpose the Standing tableware

15. in Industrial
    

    H abyz HnX 1 Portable X Ray

16. in Industrial
    

    HSC360 Blender Truck

17. in Industrial
    

    Infinity X

18. in Industrial
    

    Rockid

19. in Industrial
    

    QLF Dental Care

20. in Industrial
    

    ZESTY. AI Pet Robot

21. in Industrial
    

    Milo

22. in Industrial
    

    Marine Regeneration The Power of Oyster Shells

23. in Industrial
    

    Inspo

24. in Industrial
    

    MICTA concept ankle brace

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