World-renowned psychologists Drs. John and Julie Gottman have revolutionized the study of marriage and relationships throughout four decades of breakthrough research.

When The Gottman Institute and Affective Software joined forces in 2023 to form Gottman Inc., People People was engaged to craft a unified identity for a new parent company that combines the Gottmans’ science with cutting edge expertise in software, AI and machine learning to deliver proven relationship support programs at your fingertips.


  • Branding
  • Custom Typography

A custom ‘g’ icon was designed as a visual representation of interpersonal connection. It also evokes the meaning of the infinity symbol — the dynamic, unending spectrum of human relationships — a poignant metaphor for Gottman’s work.