• by Fern Siegel , 96 minutes ago

Moloco launched its new global brand identity, created with Pentagram, this week.

The logo reflects how the AI-native machine-learning company operates. The three circles, representing lenses, light and refraction, help center performance-advertising decision-making.

“Moloco operates at an extraordinary level of technical sophistication, and we wanted the identity to make that intelligence visible. The system expresses how Moloco reads patterns, makes connections and turns enormous complexity into something meaningful. It feels precise and dynamic, but also surprisingly human,” Natasha Jen, Pentagram partner, told Agency Daily.

Moloco's CARA (Compound Ad Recommendation Architecture), its AI system, empowers mobile app marketers to drive business and growth. The rebrand illustrates the value of honing perspective. There is even a play on AI’s “black box” reputation. Here, the lens brings things into focus.

“Moloco is built for the open internet. The core business, Moloco Ads, is an advertising platform, one of the biggest ad businesses people have never heard of. We have a strong reputation in the industry, but we weren't yet a brand with meaning, and that was our opportunity. The new mark, the lens, is what that looks like: It takes a wide, scattered field of information and resolves it into a single, sharp decision, the same way CARA does for our customers,” added Paul D’Arcy, Moloco CMO.

Founded in 2013, company has worked with various brands, including Chewy, Chime, Wayfair and Pinterest.