Our brand is grounded in warmth, trust, and humanity. We envision a world where AI deepens our understanding of one another and strengthens our connections to the real world.
The new @microsoftai brand identity is a living system designed to balance technological precision with human warmth.
Rooted in trust and creativity, it reflects the company’s mission to amplify human potential through thoughtful, responsible innovation. The visual language combines a distinctive monogram and refined typography with warm, nature-inspired palettes, spontaneous sketch-based illustration, and photography grounded in authenticity. Motion principles, subtle gradients, and adaptable frameworks give the system fluidity, allowing it to flex from functional clarity to expressive storytelling.
More than a set of rules, the identity is built as a stage for emerging ideas—inviting experimentation while ensuring cohesion. It positions Microsoft AI not just as a technological leader, but as a creative force working in service of humanity.
The new logo for @microsoftai marks a shift from machine precision to human presence.
Designed with flared terminals and subtle stroke contrast, the logotype introduces a more humanist tone while remaining rooted in Microsoft’s design DNA. A nuanced evolution that signals a larger transformation: technology designed for people, not the other way around.
We had the privilege of leading the creative direction, art direction, and campaign design for the @soundersfc Salish Sea Kit release.
This jersey is the result of a meaningful collaboration between Connie McCloud, Gail White Eagle, and Danielle Morsette—three Coast Salish artists from the Puyallup, Muckleshoot, and Suquamish Tribes— and @adidasfootball . Woven with meaning, the 2025 Sounders Community Kit celebrates the artistry of these women and the enduring weaving traditions that connect generations.
Creative Direction: @column.studio
Photo: @memphoto
DP: @carltoncanary
Set Design: @studioblacklocust
Stylist: @michellelateste
Stylist Assistant: @thominaheller
Inspired by the club’s storied past, we drew a new wordmark that incorporates a reimagined wave motif born from the original 1974 NASL and 1994 APSL logotypes.
Thanks to @schicktoikka for the final nuanced touch-ups on the custom lettering.
A peek into the process of creating the new @soundersfc identity.
We dug into the club’s rich history to help shape a refreshed identity system that both honors the past and propels the Sounders into the future.
Born in ’74. Reimagined for 2024.
To celebrate their first 50 years as a club, @soundersfc partnered with Column to refresh the crest and accompanying identity system as they look to the next 50.
Reimagining such a precious piece of Seattle history presented a unique and perilous challenge. To begin the process we wanted to be sure we were asking the important questions. Space Needle or no Space Needle? What is essential? What is authentic? How can it be more functional? Can an orca take the place of the Needle? What about Mt. Rainier? What do we do about the colors? Can Rave Green feel more “Rave-like”? What will the fans think? Does it even need to be changed?
After relentless exploration, rounds of review, checks and balances, we arrived at a solution. A thoughtful and streamlined evolution of the previous mark. At its core, the crest is decorated with a contemporary depiction of the city’s iconic Space Needle, flanked on each side by the club’s birth year. With the intention of standing triumphantly for the next 50 years, this mark’s posture is striking and powerful as it reflects the Sounders commitment to the city, its fans, the game, and to the world it inhabits.
