INITEngineering intelligence for the industries that build the world.

Four INIT posters on a lit concrete wall at dusk, among them the orange logotype poster and “Igniting AI transformation”.

At a glance

Design thinking: Keep one bright signal. Ignition Orange appears once per layout, and a single diagonal cut gives every layout its direction.

Problem: INIT was still introducing itself with a generic wordmark, while buyers compared it with consultancies and agencies that all look alike.
Approach: A brand workshop set the position first, and three of nine candidate pillars were chosen to carry it.
Outcome: The identity is live on INIT’s website under the claim Engineered Agentic Intelligence, with print and outdoor designed to match.

Role: Lucie as the only designer and project lead, working directly with the founders, Radek Novotný and Jan Jaroměřský.
What we designed: Brand workshop
Positioning
Brand pillars
Verbal identity
Logo design
Website design
Duration: April–June 2026
Platforms: Brand identity
Print and outdoor
Website

A partner for operations, not another AI vendor.

INIT is for manufacturers that want faster decisions and less operational friction but don’t know where to start. Three of nine candidate pillars carry that: calm in complexity, human, and meaningful innovation.

One diagonal cut, one signal of orange.

The cut in the logotype becomes a compact IN symbol, so the brand can sign a cap or a slide where the logotype would not fit. It holds on orange, mist, obsidian and teal.

Logotype

The IN symbol in four colourways: on ignition orange, on arctic mist, on dark obsidian and on deep harbor teal. — Symbol

An industrial palette with one bright signal.

Near-black cyan and the engineered teals do the serious work. Ignition Orange appears once in a layout, which is what keeps it reading as a signal rather than decoration.

Dark Obsidian#011214
Obsidian Cyan#021D1F
Deep Harbor#075056
Oxide Teal#318488
Arctic Mist#DFFBFB
Light Mist#F6FFFF
Process Gold#F2C545
Ignition Orange#FF5B04

Three rules decide how anything new gets drawn.

The logotype’s geometry sets the type, a modular grid absorbs new content, and the diagonal cut gives every layout its direction. Nothing is added that breaks one of the three.

Three Czech principles in orange: industrial precision, systemic connection as a modular grid, controlled transformation.

Human judgment. Machine precision.

People set the direction; systems deliver the performance. An orange cut splits each word.

Two framed posters on concrete: Human Judgment on obsidian and Machine Precision on white, each split by an orange cut. — 01

A large obsidian wall graphic in a concrete hall: Igniting AI transformation beside a machine head throwing sparks. — 02

Three fixed elements make every piece recognisable, from a cap to a roll-up.

Each piece is built from the same kit: dark obsidian, one diagonal cut and a single orange line. It needs no extra graphics to be recognised, even in a hall full of machines.

An INIT brochure cover reading Intelligence. Engineered. beside an open spread titled Built for real operations.

A roll-up banner in a sunlit concrete lobby: Engineered agentic intelligence over sparks on a production line.

Presentation slide on obsidian with the Czech headline AI for industrial environments, between orange hazard stripes.

A white cap with a dark green brim embroidered with the INIT logotype, resting on rough concrete beside spanners.

The homepage opens on a production line, not on abstract AI imagery.

INIT sells to manufacturers, so the first screen shows a machine throwing sparks under the claim Igniting AI transformation. Below it, the site uses the same obsidian and diagonal cuts as the print.