2020
Toloka
Toloka (from Belarusian, meaning “joint work for a common cause”) is a crowdsourcing platform launched to quickly markup large amounts of data, which are then used for machine learning and improving search algorithms. The tasks are usually simple and do not require any special training from the performer.
Toloka was initially developed as part of Yandex's ecosystem, but by 2020, it had transformed into a marketplace that connects AI companies with performers living all over the world.
Toloka (from Belarusian, meaning “joint work for a common cause”) is a crowdsourcing platform launched to quickly markup large amounts of data, which are then used for machine learning and improving search algorithms. The tasks are usually simple and do not require any special training from the performer.
Toloka was initially developed as part of Yandex's ecosystem, but by 2020, it had transformed into a marketplace that connects AI companies with performers living all over the world.
The primary visual metaphor chosen was a fractal—a complex structure consisting of simple, repeating elements. This choice reflects the functioning of the crowdsourcing platform, where elementary actions, repeated many times, lead to complex results.
Audiences
The company has two target audiences (B2B and B2C) with different interaction mechanics.
B2B includes data scientists, engineers/ML developers, and ML teams in large technology companies specializing in computer vision, speech technologies, and search technologies, which do not have their own crowdsourcing platform.
B2C consists of performers or “tolokers”. As of July 2020, the platform had more than 8 million registered performers. The main audience consists of people aged 18 to 65 who live in different countries, speak various languages with diverse professional and personal skills. They come to the platform to earn money.
Two distinct visual systems were created for two different audiences.
The company has two target audiences (B2B and B2C) with different interaction mechanics.
B2B includes data scientists, engineers/ML developers, and ML teams in large technology companies specializing in computer vision, speech technologies, and search technologies, which do not have their own crowdsourcing platform.
B2C consists of performers or “tolokers”. As of July 2020, the platform had more than 8 million registered performers. The main audience consists of people aged 18 to 65 who live in different countries, speak various languages with diverse professional and personal skills. They come to the platform to earn money.
Two distinct visual systems were created for two different audiences.
The logo also reflects the core idea of the corporate style—a complex object made up of simple elements. The old Toloka logo resembled a chamomile. I appreciate that we managed to maintain a certain continuity while creating a recognizable and concise logo. Additionally, we added extra layers of meaning with the incorporation of a fractal and a progress bar.
