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Quantinuum
Brand Refresh & Website Launch
In 2024, Quantinuum didn’t just refresh its visual identity, it unveiled a industry-defining, public roadmap articulating its journey toward universal, fully fault-tolerant quantum computing by 2029. The brand refresh served as more than aesthetic refurbishing: it was a signal of maturation and ambition for both a technical and investor audience, positioning Quantinuum not merely as science led, but an enterprise-ready company with a clear commercial trajectory. By aligning brand, messaging, and technical vision, we made room for a confident, coherent identity to match the company’s accelerating pace and public commitments as the world leader in quantum computing.
Art direction, graphic design, UX/UI design, illustration, motion/animation: Jack Ross
Messaging, tone of voice, copywriting: Rob Meyerson/Heirloom
Web development: Creed Interactive
Additional web design: Dale Brewer
3D animation renders: Vinnie Thomas/Rareform
Our Starting Point
The brand still carried the look and feel of its early merger in 2021: practical, but rooted in a dated visual language. The dark, muted palette and ornamental elements that lacked purpose and connection to the company didn’t capture the energy or innovation driving the company forward. It felt more reserved than cutting-edge, leaving room for a refreshed identity that could better express Quantinuum’s vision as a bold, forward-thinking leader in emerging tech.
The Challenge
By 2024, Quantinuum had outgrown its original five-page brand guide from 2021. What began as a merger between two pioneering quantum teams had evolved into a global leader preparing for its next phase of growth: unveiling a public technology roadmap, accelerating product launches, and positioning itself for a future IPO. The existing brand system lacked the depth and flexibility to support that scale. Our challenge was to elevate Quantinuum’s visual identity into a robust, cohesive system: expanding color, typography, photography, and iconography into a comprehensive 50+ page brand guide that could unify communications across products, regions, and audiences.
Before redefining Quantinuum’s visual identity, we conducted an extensive competitive audit across the quantum computing and broader emerging tech landscape. The goal was to understand how color was being used to communicate innovation, trust and scientific credibility, and to identify an opportunity for distinction.
The research revealed a sea of predictable palettes: deep blues, blacks, greens and purples that spoke to legacy tech but blended together visually. From this, Quantum Teal emerged as a signature hue: a vibrant, modern tone that, from a color theory standpoint, communicates tranquility and trust in an industry rife with hype and skepticism. It became the cornerstone of Quantinuum’s refreshed palette, a color the brand could truly own within the industry.
Originally crafted for the Quantinuum wordmark, Quantinuum Sans was expanded into a complete custom typeface to unify the brand’s visual language across products and solutions. The full alphabet builds upon the logo’s geometric precision and modern simplicity, balancing scientific rigor with human clarity. Designed exclusively for Quantinuum, the typeface reinforces brand consistency and distinction at every touchpoint.
Each icon in this collection was custom illustrated to help visualize some of the most complex concepts in quantum computing, adjacent industries and specific products. The result is a cohesive set of icons that balance scientific clarity and character, making advanced topics more accessible while reinforcing Quantinuum’s modern and approachable brand.
Select icons were brought to life through motion design, adding depth and energy to core concepts such as quantum superposition, entanglement, coherence, and interference. Animation helped clarify abstract ideas, and inject a sense of playfulness: making quantum science feel dynamic, engaging, and human.
Quantinuum’s photography centers on its people — scientists, engineers, and innovators — captured in dramatic, high-contrast black and white. This monochromatic approach creates focus and intensity while providing a clean visual foundation for Quantum Teal to stand out vividly across layouts. The result is a look that feels human, intelligent, and distinctly Quantinuum, where color serves meaningful connection to the brand, not distraction.
Many of our design elements extend directly from the Quantinuum logomark, a visual language born from its fluidity and motion. These generative patterns, like the Lattice series shown here, reflect the entropic and interconnected nature of quantum computing. Designed to add ornamental intrigue to layouts, these elements echo meaning found within the brand.
One of the most impactful challenges was unifying presentation materials across a company formed by the merger of two distinct organizations. Previously, visual inconsistency across scientific, technical, and corporate decks diluted the brand’s clarity and professionalism. The new PowerPoint template established a cohesive visual standard, and was built to serve both scientific and business audiences, ensuring every presentation from research conferences to corporate tradeshows reflected a unified Quantinuum identity.
Brand Applied
With the new identity system in place, the brand came to life across every touchpoint — from digital experiences and motion design to print, apparel, and environmental applications. Each execution reinforced Quantinuum’s forward-thinking personality and unified visual voice, demonstrating how the design system scales seamlessly across mediums while maintaining clarity, consistency, and impact.
Website
As the brand identity was taking shape, we began developing the refreshed website in parallel. Early interviews with executive leadership, researchers, developers, and scientists revealed what the site needed to effectively support Quantinuum’s growing business model and expanding teams. To spark dialogue and gather feedback, we quickly built a foundational navigation structure and wireframes to share with key stakeholders. Taking an agile, iterative approach allowed the project to move forward efficiently while insights continued to surface.
In the initial concepting phase, we landed on three distinct directions:
1. Customer focus communicating the strength of our technology, our leadership position, who we partner with, use cases and near-term applications, and how can you benefit from quantum today.
2. Product focus communicating more attention to our products and solutions, the specific industries that are enabled by our world-leading hardware, with repeated emphasis on getting access to our hardware.
3. Aspirational focus communicating how quantum computing will be life-changing, use cases being higher up on the page, more impactful industry visuals. Ultimately, it would offer a more high-level visual approach to quantum computing and Quantinuum’s place within that.
Results: UX Research, Design and Development
Landing on a customer-focused approach, the new site not only highlights Quantinuum's technical expertise but also positions the company as trailblazers ready to bring the next wave of innovation to market.
Showcasing our quantum products & solutions, we strategically built pages to highlight our advanced quantum computing technologies and software. Through a web-accessible, user-centric design, we delivered a fresh, modern look that aligns with the next-generation brand identity, supporting both scientific credibility and commercial readiness across all devices. By creating an optimized user experience, we developed an intuitive site architecture to make it easy for diverse audiences to navigate complex solutions — a key element that hindered the original 2021 website from success.
These efforts contributed to measurable improvements in performance analytics since the redesign and launch of the new site: 47.7% increase in views compared to 2023, 40.1% increase in user engagement and time spent on pages compared to 2023, and an 18.5% increase in clicks compared to 2023.
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