Bruno’s sleek look for Qwant highlights the search engine’s AI innovation and trustworthy approach

Qwant, a search engine known for its commitment to privacy, has begun integrating AI into its offering, while maintaining a firm stance of not tracking its users. Wanting to reflect these values in a refreshed visual identity, they enlisted the expertise of Bruno, a full-service agency based in Paris and San Francisco. “Unlike other search engines,” Creative Director Pierre Jeannelle tells us, “Qwant has already established a sense of ownership among users over the platform, and the design direction was crafted to align with this perception. We wanted to integrate AI as a subtle enhancement to the product, rather than as a revolutionary change.” The process of crafting Qwant’s new identity was rooted in the idea of progress and trust, where Bruno aimed to shift Qwant’s identity from a startup feel to “one that aligns more closely with institutional platforms that support our studies, work, and daily lives,” says M. Jeannelle. Ultimately, they planned to position Qwant as “a reliable, ethical and tailored alternative for everyday search.” They looked to sites that people trust for qualitative inspiration, from traditional media outlets like Le Monde and The New York Times, to online collaborative content sites like Wikipedia. The visual direction for Qwant is therefore pared-back, with a timeless black and white palette. “For many people, a search engine represents a gateway to the internet, not the internet itself,” M. Jeannelle explains. “It’s like the entrance hall of a building – you don’t over-decorate it; you keep it minimalist to encourage people to move forward. When people are searching online, they don’t want distractions or personality; they want an efficient, functional tool.” This choice underscores Qwant’s role as a reliable search engine, one that ensures the user’s journey within the information landscape is as seamless as possible.