Reimaging the THEMIS Logo Through Your Eyes

When we launched THEMIS 5.0, we knew that building trust in AI wasn’t just about systems and structures, it was also about people. That includes how the project presents itself visually. A logo may seem small, but it speaks volumes about what we stand for: transparency, inclusivity, co-creation, and human-centered AI.

Reimagined THEMIS 5.0 Logo

After receiving thoughtful feedback from project reviewers, we were encouraged to revisit our visual identity. The original THEMIS logo featured a scales symbol, traditionally associated with justice. While this connected to values like fairness and ethics, it also risked implying top-down authority rather than the collaborative, participatory approach that THEMIS champions.

So, we set out to redesign the logo with you, not just for you.

Listening First: An Inclusive Rebranding Process

True to our ethos, we approached rebranding just as we approach AI governance, with co-creation at the heart. We developed three logo options, each exploring a different visual narrative:

• Option 1 retained the scales

• Option 2 removed the scales

• Option 3 introduced a stylised person to hint at a human-centric theme

These weren’t final products, but conversation starters, ways to invite feedback on how best to visually reflect our shared mission. An open survey was distributed to workshop participants, project partners, network contacts, and our social media community. We asked about perception, symbolism, alignment with THEMIS values, and how each option could be improved.

What You Told Us

A total of 35 people participated in the survey, with representation from co-creation workshop attendees (38%), project partners (30%), wider stakeholders (22%), and the THEMIS digital community. Here’s what we learned:

• Option 1 (Scales logo):✔️ Strong on ethics and balance✔️ Seen as professional and clear❗ Risked appearing old-fashioned or overly legalistic 🗳️ 15 votes

• Option 2 (No scales):✔️ Clean and corporate✔️ Simple and modern❗ Lacked emotional connection and clarity🗳️ 13 votes

• Option 3 (Human-centric figure):✔️ Focused on inclusion✔️ Aligned with user-centric values❗ Interpreted inconsistently and lacked polish 🗳️ 7 votes

While Option 1 emerged as the overall favourite, a closer look revealed a more nuanced story. Workshop participants, many of whom represent future end users, expressed a stronger preference for a more human-forward design. This tension between clarity and connection gave us our challenge: Could we have both?

From Feedback to Final THEMIS 5.0 Design

Taking all feedback on board, our communications team adapted the top two logos, blending their strengths and addressing key concerns:

✅ Key Improvements Across Both Logos:

• Clearer representation of “AI” through separation of letters

• Addition of a human-centred element to signify trust and oversight

• Use of multiple colours to soften the corporate tone

• Darker font for improved readability and impact

  
  

🆕 Logo Option 1 (Human-Trust Hybrid) – Final Winner

• The “I” now has a head-like dot with a subtle trust symbol inside

• The letters “A” and “I” are distinct, signalling clear reference to Artificial Intelligence

• The overall form retains balance and professionalism while embracing human relevance

  
  

🆕 Logo Option 2 (Reimagined Scales)

• The scales have been reshaped to resemble a person balancing human needs and trust

• The design now evokes co-creation rather than judgment

• Still professional, but more human-centred in spirit

This logo isn’t just a graphic, it’s a reflection of the collective insight, creativity, and care that drives THEMIS forward. Thank you to everyone who shared thoughts, suggestions, and critiques. Whether you voted in the survey, commented in a workshop, or participated in our final decision-making round, you helped shape this identity.

We’re now updating our website, communication materials, and upcoming explainer videos with the new logo. To all 35 survey participants, to the workshop contributors, project partners, and social followers: thank you. Your voices helped us craft a logo that speaks not only to what THEMIS is, but to who it’s for.

Here’s to a future where AI is designed, used, and trusted together.