Transforming industries

Cognit has been established specifically to apply IBM’s Watson computing capabilities to local industries and to support a regional ecosystem of entrepreneurs, app. developers and start-ups who are creating Watson apps and services throughout MENA. Watson is the first commercially available cognitive computing capability representing a new era in computing. Watson analyses high volumes of data and processes information more like a human than a computer – by understanding natural language, generating hypotheses based on evidence and learning as it goes. Watson continuously learns, gaining in value and knowledge over time, and from interactions with its environment.


Brand strategy, brand identity, brand expression and brand guidelines.


Cognit provide cognitive computing to healthcare, retail, education and finance organisations, so they needed to develop a brand identity that uniquely identifies them as a ‘value added partner’ rather than an IT solutions provider. The IBM Watson technology is at the cutting edge of ICT technology therefore this had to be reflected in the brand identity.


Our approach took it’s inspiration from the cognitive computing concept – where large volumes of data are accessed, referenced and analysed by Watson, using a basic visualisation of the processes that occur when delivering an ‘evidence based decision’. To reflect this idea, we created an icon which was constructed using the principals of cognitive computing. A maze like structure was crafted to symbolise the process of this thought process. The final solution is modern, enticing and forms the letter ‘C’ for cognitive.

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Don’t take our word for it

“Cognit was formed through a joint venture with Mubadala Development Company and IBM Watson. We wanted to create a brand for this new JV that gave us a unique identity that would also resonate with our parent companies. Omnia demonstrated a depth of understanding around what we wanted to achieve with the brand, and the story we wanted to tell. They understood how to forge a brand with an independent spirit that also worked in harmony with our parent companies. And they brought insight to the process that helped us maximise our impact at launch and thereafter.”
Sami Issa

General Manager

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