This tech rebrand is making me feel manipulated
Creative Bloq
by Natalie Fear February 14, 2026
AI-Generated Deep Dive Summary
This article explores the rebranding of MachineX, a decentralized exchange platform for AI and machine transactions, which has adopted a warm and playful visual identity. Created by Koto’s Berlin studio, the new branding emphasizes "Human x Machine" as its core concept, blending human-friendly aesthetics with futuristic functionality. The design features a colorful mascot named Dexter, a friendly robot, along with vibrant illustrations and a bold color palette that contrasts sharply with the platform's underlying business model. While visually appealing, the author questions whether this rebranding feels manipulative, masking what they perceive as a dystopian undertone in the brand’s operations.
The rebranding effort includes a custom serif logo with sharp, asymmetric serifs, evoking a sense of authority and confidence. Inspired by worlds like Star Wars’ Mos Eisley and Isaac Asimov’s sci-fi universe, the design aims to create an authentic, relatable experience for users interacting with AI and machines. The typography uses Feature Deck Condensed for headlines and ABC Rom Mono for body text, ensuring readability while maintaining a bold, digital-first aesthetic. These elements collectively aim to humanize the brand, making complex transactions feel approachable.
Fred North, creative director at Koto, explains that the rebranding is designed to reflect a future where AI, humans, and machines coexist freely. The identity leans heavily on world-building, creating a sense of place and purpose. By using familiar, nostalgic references and playful design elements, MachineX seeks to bridge the gap between abstract concepts and tangible user experiences.
While acknowledging the visual appeal of the rebranding, the author expresses concern about its potential to manipulate perceptions. They argue that the friendly, utopian facade may oversimplify or ignore deeper ethical questions surrounding AI and machine interactions in a future that could be more dystopian than idealized. This raises broader questions about the role of design in shaping public perception and whether brands should prioritize aesthetics over authenticity.
For readers interested in design and technology,
Verticals
designart
Originally published on Creative Bloq on 2/14/2026