AI Advice Centre Identity
Rock’n’Roll inspired brand identity
Role
Designer
Timeline
October - November, 2025
Responsibilities
Logo and swag design, external coordination
Team
AI & Conversational Banking Technology, TO HO Digital Loyalty Tech
AI Advice Centre (AAC) is part of RBC’s artificial intelligence infrastructure, internal advice frameworks, and generative AI tools to support client interactions, automate workflows, and empower advisors. While RBC has a dedicated research institute called Borealis AI, “advice centre” operations refer to the bank’s digitally-enabled client contact, call and advisory systems that leverage real-time transcription, automated summaries, and intent-search technologies.
Design Thoughts & Intentions
This logo is built from the acronym AAC, representing the AI Advice Centre as one unified system.
Starting with the letter A, you’ll notice it’s partially muted using vertical strips. This is intentional - it represents AI operating in the background. Rather than being loud or dominant, AI quietly supports and empowers the advice centre, allowing human judgement and guidance to stay front and centre.
The visual separation between elements reflects clarity and structure, while still maintaining cohesion across the team.
Inside the letter C, we introduced a star-like form, a symbol commonly associated with AI and intelligence. Placing it within the ‘C’ signifies that AI is embedded throughout the centre, not treated as a standalone tool, but something that penetrates and enhances every function.
Finally, the subtle shadows and depth within the letterforms suggest movement and direction. They represent the team as a collective - adaptable, forward-moving, and aligned - navigating a fast-evolving AI landscape together.
Overall, the logo communicates balance: AI as an enabler, strong structure with flexibility, and a team that evolves with confidence and purpose.
ACC T-shirt
We designed a ACC t-shirt to give away at a townhall when Senior Director Marat Khandros announce the new visual identity of ACC team.
Event Album
AAC’s new visual identity was celebrated at multiple events. Project lead Sr. Director Marat Khandros wore the AAC shirt at every chance he got, and made sure everyone else got one to celebrate too.
