As an AI Agent platform under ByteDance, Coze is evolving from a developer-focused tool into a platform serving broader creative and professional scenarios. As its user base and application contexts continue to expand, Coze faces a new brand challenge: how to preserve its geek spirit and technical DNA while making AI Agent technology more intuitive and approachable for a wider audience.
For this brand evolution, UDL refreshed Coze’s visual identity while extending the concept of its original “computer ghost” character. The new logo removes the rounded rectangular frame of the app icon, replacing it with an outline formed by two intersecting circles in blue and pink. A new ghost figure emerges at the intersection, creating a distinctive visual symbol. This character represents how AI Agents seamlessly navigate across real-world scenarios, data layers, cloud systems, and orchestration platforms, collaborating across different application scenarios. The computer ghost serves as both a guide and a collaborative partner.
Built around the concept of “AI as a work partner,” the new visual identity system presents the ghost character across different working states within a multidimensional space, extending across key interaction touchpoints including conversations, tasks, and workflows. UDL further developed a “Ghost Family” IP system centered around the character, transforming core Agent capabilities such as tokens, memory, stack, and prompts into distinct personalities. Integrated into the product experience, these characters make the underlying processes of AI Agents more intuitive and tangible for users.
New AI Team, Starts with Coze.