# TwelveLabs new logo (2025)

> TwelveLabs launched a new logo in Apr 2025, designed by Pentagram. New logo and identity.

## Key facts

- Brand: TwelveLabs
- Launched: Apr 2025
- Studio: Pentagram
- Typeface: Milling
- What changed: New logo and identity.
- Why: TwelveLabs rebranded to avoid being lumped in with generative video firms or confused with other analysis tools.
- Industry: AI
- Logos: https://rebrandlog.com/rebrands/twelvelabs/before.svg (before), https://rebrandlog.com/rebrands/twelvelabs/after.webp (after)

## The rebrand, explained

TwelveLabs, based between San Francisco and Seoul, describes itself as a video intelligence platform. Rather than generating video, it uses AI to understand existing footage at a granular level, making it searchable. Co-founder and chief executive Jae Lee told Design Week that as its models improved rapidly, the company needed to raise its game in storytelling and match design and messaging to its ambition. He described the old branding as straight out of Silicon Valley. The aim was to avoid being lumped in with generative video firms or confused with other analysis tools.

A lead product designer explained the difference: competitors analyze frame by frame, TwelveLabs looks at video temporally. The design team spent a distinct stream of work simply understanding the technology, and settled on the idea of video as a volume rather than a timeline. Thread-based diagrams show information moving through dimensions, a motif that scales from product pages to sales and marketing. The category, everyone agreed, was noisy, with lots of sparkles.

The logo is a horse, grounded in the company's existing lore. Lee said it drew on Eadweard Muybridge's famous animation of a galloping horse, and he liked the metaphor of the user as a jockey steering the technology. It has 12 layers, a nod to the name, and usually appears in motion, galloping across the screen; the designers said animation was used intentionally to give a sense of perpetual rhythm. The typeface is Milling, for its mix of technicality and soft edges. Color is built in the LCH system, closer to how eyes perceive color, with three sets for the three products: pink-purple for search, orange-yellow for generate, green-blue for embed.

Lee said the identity resonated with investors, employees and customers.

The horse is the right kind of strange for AI: memorable, historical, and literally about motion studies. Twelve layers is a pleasing secret. Video as volume is the smarter idea, though, and it does the explaining.

In short: Muybridge's horse, in 12 layers.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_twelvelabs_by_pentagram.php
- https://www.pentagram.com/work/twelvelabs
- https://www.designweek.co.uk/pentagrams-galloping-horse-logo-steers-twelvelabs-rebrand/
- https://www.creativeboom.com/news/pentagram-crafts-a-smart-elegant-identity-for-ai-video-pioneer-twelvelabs/
- https://www.linkedin.com/posts/pentagram_jody-hudson-powell-and-luke-powells-team-activity-7297259473205641216-AYXh

## Cite this

Rebrand Log, "TwelveLabs new logo (2025)", https://rebrandlog.com/rebrand/twelvelabs/, last updated Oct 20, 2026.