Abstract
Design usually relies on human ingenuity, but the past decade has seen the field’s toolbox expanding to Artificial Intelligence (AI) and its adjacent methods, making room for hybrid, algorithmic creations. This article aims to substantiate the concept of hybrid intelligence– that of natural and artificial intelligence—in the active co-creation of a visual identity, describing a case study of the Regional Center of Excellence for Robotic Technology (CRTA) which opened on 750 m2 in June 2021 within the University of Zagreb. The visual identity of the Center comprises three separately devised elements, each representative of the human-AI relationship and embedded in the institution’s logo. Firstly, the letter “C” (from the CRTA acronym) was created using a Gaussian Mixture Model (GMM) applied to (x, y) coordinates that the neurosurgical robot RONNA, CRTA’s flagship innovation, generated when hand-guided by a human operator. The second shape of the letter “C” was created by using the same (x, y) coordinates as inputs fed to a neural network whose goal was to output letters in a novel, AI-generated typography. A basic feedforward neural network with two hidden layers was chosen for the task. The final and third design element was a trajectory the robot RONNA makes when performing a brain biopsy. As CRTA embodies a state-of-the-art venue for robotics research, the hybrid intelligence approach was used to accentuate the importance of human-robot collaboration which is at the core of the newly opened Center, illustrating the potential of reciprocal and amicable relationship that humans could have with technology.
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The authors would like to acknowledge the support of the European Union’s European Regional Development Fund which financed the project CRTA.
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Jerbić, B. et al. (2023). Hybrid Intelligence for Visual Identity Design: A Case Study. In: Petrovic, I., Menegatti, E., Marković, I. (eds) Intelligent Autonomous Systems 17. IAS 2022. Lecture Notes in Networks and Systems, vol 577. Springer, Cham. https://doi.org/10.1007/978-3-031-22216-0_44
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