"You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential."

Jony IveNo one misses paste-up. But for a long time, it felt irreplaceable. The tools that eventually took its place were significant not just because they sped things up, but because they expanded what designers could imagine.

Semiotic is building tools that research at scales beyond human reach, connecting exponentially more dots and executing production work at speeds and volumes once thought impossible.

For now, these will be just for us—internal tools and experiments that will allow us to out-compete traditional design firms. But as they develop, we're watching to see where else they might matter.Michael Roberson
CEO, Co-founder
Cognitive Science and Computer Science
Columbia University

UX Design at Amazon, Brand Design at Landor, and former founding creative director.


Bryan Grisales
CTO, Co-founder
Computer Science, AI Concentration
Columbia University

Applied AI Research at the Computational Design Lab at Columbia University.


Brandon Yao
COO, Co-founder
Economics and Computer Science
Columbia University

Research Assistant to Aaron Chatterji, Chief Economist at OpenAI.