iCog is now gheero

by Betelhem Dessie

We are no longer an affiliate of iCog Labs.

As our ownership structure evolves and we move forward independently, we have undertaken a rebranding to reflect this transition. The organization previously known as iCog will now operate under the name gheero (pronounced like “ghee” and “row”).

Another slightly confusing name to pronounce, maybe :) but I guess that might be part of what made the company successful in the first place.

Almost ten years ago, I joined iCog Labs as an intern. It was where I first learned about artificial intelligence, structure and leadership, and where I met remarkable people who helped shape this journey.

Today the company is fully owned by me. But the long term vision for this organization has always been bigger than any one person. As we grow, we plan to introduce employee ownership so that the people helping build this company and who share its vision can also share in its future. After all, the best organizations are never built by one person alone.

The name gheero comes from Harar (and sometimes growing also means coming back to your roots :). It is another name used there for the marble game children play. The game reflects curiosity, strategy and connection, qualities that resonate strongly with how we approach our work. In many ways the game is about movement, precision and anticipating what comes next.

For us, the name captures the idea that meaningful innovation happens when advanced technology remains grounded in people, communities and real world needs. And since it is such a Harar name, if you are not from there you will probably think of our company first, which made it feel like the right name to grow into.

While translating something that represents so many ideas into a visual identity is never simple, our team has done an incredible job. The new visual identity reflects the same philosophy. It expresses the idea that meaningful innovation begins with strong foundations and then moves forward with clarity and purpose.

The flowing movement of the letters, particularly the repeating e’s, introduces a sense of motion and rhythm, echoing the movement and play that inspired the name. At the same time, the typography maintains clarity and direction, reflecting the focused and practical nature of the work we do. The use of black anchors the identity with depth and confidence while keeping the overall feel fresh and energetic.

Together, the name and identity capture what gheero represents: grounded thinking, forward movement and technology shaped by people and purpose.

The work itself continues in the same direction. The organization develops practical technologies that can be used in real environments. This includes building applied AI systems, digital platforms and training programs that help institutions and communities adopt technology effectively. Over the years the company has focused on expanding digital skills, supporting education and building technology solutions that address real world challenges.

While the name has changed, the mission, leadership and direction remain the same.

gheero develops applied AI systems and training for real world impact.

I’m grateful to everyone who has been part of this journey so far, and I’m excited about what we will continue building together.