Jackson Alexander rebranded Vals AI, an independent company that benchmarks AI models, around a sigil drawn from the surveyor's benchmark. The origin is literal. Surveyors once cut a horizontal line into stone with a broad arrow beneath it, fixing a point of known height, and called it a benchmark. Vals AI builds benchmarks, so the practice drew the mark from what that word first meant, a stamp of certification. The sigil is three converging lines meeting at a point above a baseline.

Strategy set the register. In workshops Vals AI found it wanted to feel like an established publisher, an independent authority whose measure can be trusted, and that clarity made the rest of the choices follow. The brand aims for the gravity of a reference, not the gloss of a startup.

Type carries it through. A classical serif brings weight, a grotesque handles interface work, and a monospace sets every number. Each role is assigned on purpose, so the system reads as considered as the measurements it publishes.