The Creators Coalition on Artificial Intelligence (CCAI) is a new organization founded by a group of entertainment industry professionals, including Everything Everywhere All At Once co-director Daniel Kwan and actor Joseph Gordon-Levitt, to ensure ethical and artistic protections whenever AI is used in entertainment projects. Decimal created CCAI’s inaugural brand identity, giving this important new movement a visual voice in its fight for artists’ rights.

Backed by more than 500 actors, artists, and entertainment executives, CCAI believes that “technology should strengthen human creativity, not undermine it.” It was critical that the new brand feel human-made and human-led—almost like a grassroots campaign. Our logomark features four converging circles to represent the unified coalition, with a central “spark” emerging from their intersection. The logo reminds the world that technology serves us, not the other way around, and that the act of creation is always the result of collaboration between real humans.

The brand’s type is bold and urgent, with secondary text set in a calligraphic serif that echoes the human hand. The color strategy uses a spectrum of eight bright shades to evoke optimism for a new future where AI is deployed responsibly. A gradient combination system blends three adjacent hues from the spectrum to create dynamic, vibrant color expressions.

The most innovative aspect of the identity, however, is a web-based drawing tool that allows CCAI and its users to create custom art using the brand's color palette and gradients. This interactive element transforms the brand from a static set of rules into an open platform for artistic freedom. The tool’s brush-like strokes are purposefully textural and imperfect—a reminder that creative expression begins with people, rather than machines.