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Design & Creative Direction
Microsoft Copilot
Branding, Creative Direction
Credits
Microsoft Design
Copilot arrived at a moment when people were beginning to rethink how they work with technology.
In designing the Copilot symbol, we wanted to express a shift in a new type of relationship between humans and AI. It needed to signal a shift from binary computing to the collaborative future with AI.
As a co-creative director working across multiple design teams, my focus was to help shape a mark that felt confident, approachable, and deeply connected to Microsoft’s broader design ecosystem. It needed to operate across our diverse products and platforms, while still feeling personal to the people who would rely on it in their everyday work.
Our audience included both consumers and enterprise customers who look to Microsoft products to support productivity, creativity, and empowered work with AI.
The Copilot symbol is built around the idea of two voices in conversation: the human and the machine. The forms move in relation to one another, creating a sense of rhythm, relationship, and shared momentum. At the center, the forward slash (/) acts as a hinge point. It signals entry, connection, and a moment of beginning.
The icon's color plays an important role in grounding the Copilot identity. The palette draws from Microsoft’s expressive spectrum, metaphorically representing the array of products and value across our portfolio, bringing energy and optimism while remaining calm, intentional, and rooted in the company’s design heritage.
In an AI landscape defined by rapid innovation and thoughtful investment, the Copilot icon functioned as an organizing identity for Microsoft’s AI ecosystem.
The icon became a catalyst internally. It's design and narrative helped align strategy across teams and served as a shared visual anchor for how we communicate Microsoft’s evolving AI story.
It reflects a vision of technology that collaborates with people, amplifies capability, and supports work closer to what people want to make.
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