Human Kind Intelligence

Human Kind Intelligence started as a rebrand of Jenni Arnold AI, the solo consultancy my co-founder Jenni Arnold had been running under her own name. When we paired up to build a two-founder company, the old name didn't fit anymore. We needed a new identity, a new site, and a name that covered everything we actually do now: AI strategy, training, and the custom tools we build for clients. None of it existed yet, so I built it: logo, brand system, site.

The brand started from a single idea: keep the human at the center of everything. The mark is a thumbprint, because nothing is more uniquely human than a fingerprint, and nothing signals "this was made by a person" more directly. From there, every other choice fell into place around that one anchor.

On color, I went after a nature-tech feel: moss green, terracotta, and cream. That meant deliberately walking away from the visual cliches of the AI category. No brains. No circuit boards. No diagrams of nodes connecting to nodes. No purple-blue gradients. Those signals are everywhere, and most of them communicate "another AI startup" before they communicate anything else. Ours had to read as warmer, more grounded, and more human on first look.

Type-wise, Raleway carries the wordmark because it has a clean, slightly distinctive geometry that holds up at logo size without feeling generic. Montserrat and Lato handle everything else. They're chosen for readability across long-form copy, intake forms, and slide content, since a lot of HKI's deliverables are documents people actually have to read.