Manta
The brand and the launch campaign for the reasoning engine behind commercial decisions.
Manta turns a company’s commercial data into one living model, reasons over it and acts. Its brand comes from the world it is named after: the dark below the surface, read through signals no one else can see.
The idea
The bridge between two worlds
The manta ray carries one of the largest brains in the ocean and finds its way by faint electrical signals. Manta does the same with a company’s data: it reads what lies beneath and brings it to the surface. Three tensions hold the identity together: light and dark, clear and vast, buoyancy and pressure.
Identity
A star that is also a manta
The symbol is an AI star that doubles as a manta ray. With the wordmark it makes the lockup, the default; on its own it is the app icon. When it moves, it moves in one glide: down to search, up with the answer.
Colour
The deeper, the darker
The palette follows the ocean, from the air above it to the deepest trench. The brand lives in the dark, with small doses of periwinkle and lilac.
- Air#DDE3FA
- Surface, 0 m#B8C4F7
- Shallows, 100 m#92A5F0
- Sunlit zone, 200 m#4D578A
- Twilight zone, 1,000 m#2B3353
- Midnight zone, 4,000 m#171D34
- The abyss, 6,000 m#171A27
- Trenches, 11,000 m#0F1017
Type
One typeface, and one for data
Roobert Pro, mostly Regular, Medium where it counts; Roobert Semi Mono marks data, in capitals. Hierarchy comes from size. Within a line, emphasis comes from colour and transparency, never from a change of weight.
Elements
Data in motion
Dotted lines are data in motion, solid lines are the result, and nothing turns at a hard angle. Data shows as small dots, gathered into the shape of the manta or a school of fish. Depth is always below.
Imagery
One light that matters
Deep shadow and one light that matters, in every picture. Impossible scenes, made as if they were photographed: a dive into the dark that comes back up with something found.
The campaign
An LLM suggests. Manta acts.
One idea per market, set against generic AI: decisions that are deterministic and auditable, instead of a language model bolted onto pipelines. Told in scenes of scale and solitude, cut for 4:5 and 9:16.
- +770%new-customer revenue, year on year, for Manta’s commerce clients
- 5×average return on ad spend, commerce
- ~60%of Norway’s secondary home sales run on it
Manta only says what it can show.