Intuit Assist

AI is everywhere, but it does not need to feel cold or intimidating. Our goal was to make it look energizing, engaging, and welcoming. When we began our AI journey, all we had was a concept. From there, we explored naming, visual identity, and the story it should tell. We tested different directions for the mark and eventually landed on the gear icon you see in the product today. It serves as a symbol of both innovation and approachability.