Liner is a South Korea-based AI search company that unveiled a comprehensive rebrand in June 2025, refreshing its logo, color system, typography, and illustration style to emphasize its “accurate AI search” positioning. The company, founded in 2015, began as a browser-based highlighter tool before evolving into an AI-powered search engine used by over 11 million people worldwide.
Design and History
Liner introduced its new brand identity on June 5, 2025, built around the brand goal of “Zero Hallucination AI Search.” The rebrand was driven by a desire to more clearly express the company’s commitment to accuracy in an increasingly crowded AI search market, rather than simply pursuing a visual refresh. All brand elements, including logo, color, font, and illustration, were comprehensively reorganized to form a consistent brand perception in the global market. The overall design was refined in a sleeker, more polished direction than before. [1]
The new logo was inspired by “rockets” and “tracks left by wheels.” Just as wheels expanded the range of human movement and rockets expanded the possibilities of space exploration, AI technology expands human thinking and exploration, according to the company. Through these symbols, Liner visually embodies its identity as an AI search engine that supports users’ intellectual journeys broadly and deeply. [2]
According to Liner’s own account of the rebrand, the original logo, inspired by tire tracks, symbolized momentum but did not fully reflect the clarity the company aims to deliver. Rather than starting from scratch, the team refined what already worked, emphasizing the “L” to stand for focus and precision, then built a grid system to convey structure, integrity, and trust. The result is a sharper identity that reflects the company’s positioning around dependable, research-grade answers. [3]
Meaning and Symbolism
The rebrand shifted Liner’s representative color from blue to dark green to emphasize a serious and academic image. [1] According to Liner, the previous bright blue made the AI search feel friendly and approachable, but as users became more serious about research, the company evolved. The new darker green reflects depth, intelligence, and credibility. [3]
Liner also introduced subtle accent colors, including light gray, lime, cream, and orange, inspired by how students highlight important information. The new palette is intended to keep users immersed while still feeling energetic and fresh. [3]
The dotted-line motif, drawn from Liner’s sentence-level citation interface, appears throughout the brand’s illustrations and UI. It serves as a visual reminder of the company’s promise of clarity users can rely on. [3]
Typography and Design
As part of the rebrand, Liner changed its typography from a clean sans-serif font to a serif typeface. The company states that the serif brings a more grounded, authoritative feel, mirroring the experience of receiving information supported by trusted sources. It is a subtle shift intended to reinforce confidence with every search. [3]
Liner’s rebrand was announced alongside the company’s expansion of domestic and international partnerships, including with BC Card and Lenovo, as it seeks to strengthen its influence in the global AI search market. [1]
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