Today's AI falls short. It’s not enough to win a game, find a song or compute the odds - AI must be able to provide solutions to real problems and explain why those answers make sense. Dr. David Ferrucci, who built and led the IBM Watson team from its inception through its landmark Jeopardy success in 2011, started a new company with the objective of changing the way machines learn so that they can explain the ‘why’ behind their answers. Through language understanding, the core technology will be a thought partner and accelerate how all people learn, reason, and create. Together with Dr. Ferrucci and his team, Runyon Design named the new company 'Elemental Cognition,' developed its brand strategy and crafted its visual identity system. The logotype is the centerpiece of the Elemental Cognition identity: the letters are formed by simple pieces coming together, similar to how the company's core technology works. The logo suggests characteristics of open-mindedness, curiosity, progress and optimism, all qualities that are key to the way the company's AI system works with people to develop and share deeper understanding.