The designer behind fal's brand identity on now building with the tool he branded
adamho · x · 2026-11-04
Designer Adam Ho looks back on creating the brand identity and website for generative media platform fal (announced alongside its $23M raise two years ago), joking that he never expected to implement things in-house on the platform himself.
The identity's core is a three-pronged typographic system — the camera, the typewriter, and the processor: the image, the words, and the machine, the primitives that make AI AI. He notes how rare it is to brand a three-letter company.
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