Dify
ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Wang Xiaoshuai
YEAR: 2025
CLIENT: Dify
Launched in 2023, Dify is an open-source platform for building large language model applications. It aims to make AI application development easier and faster, lowering the engineering threshold while providing full-lifecycle technical support—from data preprocessing to application deployment. From the beginning, Dify has defined its mission clearly: not to create dazzling technological spectacles, but to democratize AI and empower human decision-making within an open and collaborative ecosystem.
During the design process, we noticed the word “if”—a simple and highly recognizable term that almost perfectly captures the meanings of decision and choice. It reflects both philosophical questioning and the fundamental logic of programming. The word represents a natural bridge between human reasoning and machine computation. In Dify’s identity system, “if” is highlighted not only as part of the brand name but as a metaphor for the platform’s core value and purpose.
To reflect the relationship between artificial intelligence and human intelligence, the word “if” is rendered in a monospaced typeface—the kind used in early computer programming interfaces. This typeface carries a sense of historical warmth and the legacy of accumulated human knowledge. It reminds us that AI is not a mysterious power emerging from nowhere, but a creation built upon generations of collective human wisdom.
The overall visual language of Dify is minimalist and precise, dominated by shades of blue that convey trust, rationality, and a forward-looking attitude. Across its brand applications—from packaging and posters to digital interfaces—Dify maintains a disciplined sense of technological order. Unnecessary decoration is avoided, allowing focus to remain on clarity and logic in choice and judgment.
When users encounter Dify, they do not perceive AI as distant or abstract. Instead, they experience intelligence that is approachable, reliable, and grounded in human understanding.
Dify’s design goes beyond visual form. It embodies an inner promise: wherever an “if” arises, artificial intelligence can become humanity’s most trusted companion.
During the design process, we noticed the word “if”—a simple and highly recognizable term that almost perfectly captures the meanings of decision and choice. It reflects both philosophical questioning and the fundamental logic of programming. The word represents a natural bridge between human reasoning and machine computation. In Dify’s identity system, “if” is highlighted not only as part of the brand name but as a metaphor for the platform’s core value and purpose.
To reflect the relationship between artificial intelligence and human intelligence, the word “if” is rendered in a monospaced typeface—the kind used in early computer programming interfaces. This typeface carries a sense of historical warmth and the legacy of accumulated human knowledge. It reminds us that AI is not a mysterious power emerging from nowhere, but a creation built upon generations of collective human wisdom.
The overall visual language of Dify is minimalist and precise, dominated by shades of blue that convey trust, rationality, and a forward-looking attitude. Across its brand applications—from packaging and posters to digital interfaces—Dify maintains a disciplined sense of technological order. Unnecessary decoration is avoided, allowing focus to remain on clarity and logic in choice and judgment.
When users encounter Dify, they do not perceive AI as distant or abstract. Instead, they experience intelligence that is approachable, reliable, and grounded in human understanding.
Dify’s design goes beyond visual form. It embodies an inner promise: wherever an “if” arises, artificial intelligence can become humanity’s most trusted companion.
Dify 是 2023 年推出的一个定位为开源的大语言模型应用开发平台，旨在帮助用户更加简单、快速地构建AI应用，降低AI工程化门槛，提供从数据预处理到应用部署的全生命周期技术支持。从品牌创立之初，Dify 就明确自身的使命——不制造炫目的技术奇观，而是让AI技术平民化，在开源与开放的生态中为用户的决策赋能。
设计过程中，我们注意到“if”这一极易识别并简单明了的英文单词，它近乎完美地承载了“决策”与“选择”的引申含义，呼应了哲学意义上的提问与假设，也是工程师文化中最具代表性的代码语言。人类的逻辑判断与机器的逻辑运算，在这个单词上也形成了天然共鸣。于是，在 Dify 的标识系统中，我们将“if”突出显示，使它不仅属于品牌名称的一部分，更是产品价值和功能的核心隐喻。
为了回应人工智能与人类智慧的关系，我们为“if”选择了一种等宽字体，这也是一种早期计算机屏幕显示的编程用字体。它自带历史温度，承载着先人的知识与经验的积累。它提醒我们：人工智能并不是凭空出现的神秘力量，而是建立在人类共同智慧之上的时代创造。与此同时，Dify 的整体视觉语言保持了极简、清晰的风格，以蓝色为主调，传递出信任、理性与面向未来的积极姿态。
在品牌应用中，无论是包装、海报还是数字界面，Dify 的视觉系统都保持了理性的克制与科技的秩序。避免多余的装饰，将注意力集中在“选择”与“判断”的清晰度、合理性上。用户在接触 Dify 时，感知到的不是遥远或抽象的科技力量，而是一种可被信赖、能够走近的智能解决方案。
Dify 的设计不止于一种外在的形式，更多是一种内在的承诺：在每一个“if”被提出的地方，人工智能都可以成为人类最值得信赖的伙伴。
设计过程中，我们注意到“if”这一极易识别并简单明了的英文单词，它近乎完美地承载了“决策”与“选择”的引申含义，呼应了哲学意义上的提问与假设，也是工程师文化中最具代表性的代码语言。人类的逻辑判断与机器的逻辑运算，在这个单词上也形成了天然共鸣。于是，在 Dify 的标识系统中，我们将“if”突出显示，使它不仅属于品牌名称的一部分，更是产品价值和功能的核心隐喻。
为了回应人工智能与人类智慧的关系，我们为“if”选择了一种等宽字体，这也是一种早期计算机屏幕显示的编程用字体。它自带历史温度，承载着先人的知识与经验的积累。它提醒我们：人工智能并不是凭空出现的神秘力量，而是建立在人类共同智慧之上的时代创造。与此同时，Dify 的整体视觉语言保持了极简、清晰的风格，以蓝色为主调，传递出信任、理性与面向未来的积极姿态。
在品牌应用中，无论是包装、海报还是数字界面，Dify 的视觉系统都保持了理性的克制与科技的秩序。避免多余的装饰，将注意力集中在“选择”与“判断”的清晰度、合理性上。用户在接触 Dify 时，感知到的不是遥远或抽象的科技力量，而是一种可被信赖、能够走近的智能解决方案。
Dify 的设计不止于一种外在的形式，更多是一种内在的承诺：在每一个“if”被提出的地方，人工智能都可以成为人类最值得信赖的伙伴。
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