The redesign of Sparky’s visual identity draws on the company’s name and its multiple associations. Sparky is a deep-tech company specialising in artificial intelligence and data science, with offices in Croatia, Milan and New York. It develops technological solutions for clients across different industries and provides applied research and educational programmes.

The word sparky evokes a spark as a symbol of knowledge, ideas and innovation, while in the United States it is also a popular pet name. This dual meaning became the foundation of the brand’s communication: although artificial intelligence can appear distant and complex, Sparky presents itself as an accessible, understandable and approachable technology partner.

The previously dominant cool blue palette was expanded with a warm orange, accessible iconography and a subtly humorous tone of voice. The logo remains a typographic solution, with an asterisk positioned at the end of the name. Alongside its visual association with a spark, the symbol has a semantic function, directing the viewer towards further explanation.

The new identity also accompanies Sparky at international conferences, including London Tech Week 2026, for which dedicated promotional materials were designed.