Motif 01
Ghost Wordmark
A single word, oversized and almost invisible, anchoring identity into each section.
We make AI Accessible
The Brand Center is where we keep how Lablup shows up in the world. Logo, color, type, voice, graphics, so every touchpoint we make holds the same promise.
Brand Essence
Lablup builds a world where AI infrastructure is no longer a barrier. A lab with one GPU and an institution running thousands move on the same software, and the model, the data, and the keys stay with the operator.
We are not a tools vendor. We are a team that widens what’s possible. Across any silicon, any environment, on-prem or cloud, single node or multi-cluster, we make AI behave the same way. Backend.AI is that promise expressed as code; the brand is that promise expressed to people.
Five things that make Lablup, Lablup.
- 01
Sovereign
Models, data, and keys stay with the operator. We never ask you to hand them over to use the platform.
- 02
Open
Open formats, open interfaces, and a rolling stream of upstream contributions. No vendor traps.
- 03
Composable
A workload assembled, not nailed down. Swap a chip, a region, a model, the system follows.
- 04
Performant
The fastest path from idea to inference. Every layer earns its place in the critical path.
- 05
Accessible
A solo researcher and a national lab read the same docs and reach the same primitives.
Symbol, wordmark, and Backend.AI.
Our logo splits into company (Lablup) and product (Backend.AI) marks. Both can co-exist, but the company mark always comes first when paired.
Lablup SymbolSVG · PNG
Lablup WordmarkSVG · PNG
Backend.AISVG · PNG
Symbol · WhiteOn dark
Wordmark · WhiteOn dark
Backend.AI ·WhiteOn dark
Do
- Keep clearspace of at least 1/2 the symbol height around it.
- Use on backgrounds with sufficient contrast, prefer solid color.
- Prefer SVG; use high-resolution PNG only for print.
Don’t
- Don’t stretch, rotate, or skew the marks.
- Avoid low-contrast backgrounds and placing directly over photography.
- Don’t replace the brand color with an arbitrary palette.
A deep base, a single thread of emphasis.
Deep Teal carries the brand. Lablup Green is the single thread of emphasis. Everything else is supportive, kept sparing in any one screen.
Deep Teal
Our base brand color. The default surface for dark sections, dense infographics, and the footer.
#002926RGB 0 41 38
Lablup Green
For emphasis and action, links, accents, labels, and small-scale highlights.
#28AB6CRGB 40 171 108
Mist Green
Secondary emphasis, works well for body emphasis and subheads on dark.
#BADBA3
Backend.AI Orange
Product accent, reserved for the Backend.AI context, kept distinct from the company tone.
#FF6B00
Signal Cyan
Gradient end-stop and technical visualization color.
#00F0FF
Lab Black
Default body text and single-color print applications.
#0A0A0A
Engineering-toned headlines, crisp body.
Display in Google Sans, Korean body in Pretendard, labels and UI in Poppins / ABCWhyteInktrap. Display type always uses tracking ≤ -0.025em and leading ≤ 1.05.
Display · Google Sans 700
AI with sovereignty,
made possible.
ABCDEFGHIJKLMNOPQRSTUVWXYZ · 0123456789 · ! ? & @ #
Display / Headline
Google Sans
Tight tracking gives an infographic-like feel. Every page H1/H2 sits in this typeface.
Make AI Accessible
Korean Body
Pretendard
A Korean-first system font that scales from display to body. We use only Regular (400) and SemiBold (600) in long-form copy.
어디서든, 같은 인프라.
Label / UI
Poppins · Inktrap
Buttons, menus, labels, meta. Tracking is slightly opened up so it stays legible at small sizes.
R&D · INFRASTRUCTURE
As an engineer talks to an engineer.
Lablup writing should let an operator start work the moment they finish reading it. We choose verbs and numbers over marketing adjectives.
- Principle 01
Clear over clever
We pick the plain word. If a sentence requires the reader to know our jargon, we rewrite it.
GoodRun a model anywhere a GPU exists.
AvoidLeverage hardware-agnostic abstractions to unlock cross-fabric inference.
- Principle 02
Specific over generic
Numbers, chips, and customer names beat adjectives. We back claims with what we actually run.
GoodBackend.AI scheduled 12,288 H100s for the Korean Sovereign AI program.
AvoidA leading platform serving the world’s most demanding workloads.
- Principle 03
Speak to the operator
The reader runs clusters, manages quotas, and gets paged at night. Write to that person.
GoodQuota enforcement runs at the scheduler, no per-job sidecar required.
AvoidEmpower your team with our visionary AI fabric.
- Principle 04
Confident, not loud
We do not hype. The product carries the weight; the copy keeps the volume low.
GoodWe removed the GPU lock-step. The job survives a node loss.
AvoidGame-changing, revolutionary fault tolerance built for the AI era!
Graphic motifs that make us recognizable.
Our visuals rest on four motifs: ghosted wordmarks, the grid, a single terminal line, and the cyan-to-green gradient.
Motif 02
Infrastructure Grid
The lattice of GPUs, nodes, and racks. Used as a texture when content needs grounding.
Motif 03
A Single Terminal Line
The command line is our product’s native tongue. Show the actual line, not an ad.
Motif 04
Cyan → Green Gradient
Infrastructure (cyan) turning into outcome (green). Use it once per screen, never twice.
Take what you need.
Symbols, wordmarks, and Backend.AI marks are provided as SVG. When usage rules conflict, this page wins.
Lablup SymbolSVG
Lablup Symbol · WhiteSVG
Lablup WordmarkSVG
Lablup Wordmark · WhiteSVG
Backend.AI LogoSVG
Backend.AI · WhiteSVG
For media, partners, and conference use, please reach brand@lablup.com, we’ll send the relevant rights and high-resolution variants.
