20(SOMETHING) builds a living identity from human interaction data

Omidyar Network occupies a unique position in the philanthropic landscape. Founded by Pierre and Pam Omidyar, the organisation channels nearly $2 billion towards a singular mission: ensuring technology serves collective human flourishing rather than undermining it. As one of the largest philanthropic funds dedicated to guiding technological advancement, Omidyar Network needed an identity that could articulate their commitment to embedding humanity into our digital future. London-based creative company 20(SOMETHING) approached the challenge with a brief centred on collaboration, collective achievement and responsible innovation. The resulting identity system breaks from philanthropic convention through its use of generative design processes that mirror the organisation’s core philosophy. “We translated the concept by designing a generative system driven by real human interaction,” explains Creative Director Will Thacker. “Using a custom-built tool, we captured moments of movement, expression and collaboration, then used that data to inform patterns, visuals and animations.” This approach produces what Thacker describes as “a living design system, one that evolves with the organisation and reflects humanity’s constant presence within technology.” The wordmark and emblem emerge directly from this human-centred process, positioning themselves at the intersection of human input and digital structure. Rather than imposing predetermined visual solutions, the identity grows from authentic interactions, creating symbols of unity and strength that feel genuinely collaborative.