Ollama mascot — running llama entering terminal

Ollama lets you run open-source LLMs locally. This project? It's a personal exploration of how its mascot and visual identity system narrates the product, and the community values built around it.

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MEMBERS
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MONTHLY VISITS

Approach

Audited how Ollama's brand showed up across touchpoints: live events, social media, website, email, and partnerships. Three things stood out:

  1. A lovable mascot that makes the brand approachable and sticky
  2. Visual storytelling through emotive illustrations, especially on Twitter and at events
  3. A genuine love for open source, visible in how they partner and communicate
Ollama visual audit collage

Moodboard

Duolingo character expressions referenceNoritake illustration style referenceNotion-style character illustrations referenceLaptop window illustration referenceToast notification illustration referenceNotion tools and integrations referenceNoritake stare illustration reference

A minimalist visual style reminiscent of Noritake's illustration work, with a mascot as vibrant and opinionated as Duolingo — living in terminals and context windows, built for technical audiences.

Character bible

Ollama Sunglasses expressionSunglasses
Ollama Party expressionParty
Ollama Pleading expressionPleading
Ollama Salute expressionSalute
Ollama Crying expressionCrying
Ollama Write That Down expressionWrite That Down
Ollama Frightened expressionFrightened
Ollama ROFL expressionROFL
Ollama Running expressionRunning
Ollama Drooling expressionDrooling
Ollama Thinking expressionThinking
Ollama Smirk expressionSmirk

The character bible is the source of truth, setting the standard for how expressive, emotive, and charged future illustrations should feel. Each expression lands without explanation, instantly understood and emotionally resonant in the way only the best memes are.

Ollama party character

Product posters

Ollama runs on terminal poster500+ models at your fingertips posterJust type the magic words poster

The mascot isn't decorating the product — it's living in it.

Model Announcements

Google Gemma model announcementDolphin model announcement

A repeatable template for every new model. Swap the name, the artwork, the pose. The system scales, the brand stays consistent.

Community and values

Ollama enlightenment illustrationWe love open source illustrationGPU Rich illustration
It is time to build posterOpen source celebrationOllama rocks illustrationLet him cook illustration

Visualising a brand's values gives its community something to rally around — a shared belief made tangible.

Conclusion

The work got noticed. Ollama's team reached out.
Got an invitation to their community gathering and a promise of merch.

Not bad for a love letter.

Twitter
Twitter DM from Ollama team, part 1Twitter DM from Ollama team, part 2Twitter DM from Ollama team, part 1 (mobile)Twitter DM from Ollama team, part 2 (mobile)