Generative visual identity system

Abstract

This work presents how generative systems and computer-based algorithms can be used in visual identity. Generative mechanisms and special systems (defining rules and constraints) become an alternative for this part of graphic design, automating all process of creating identity. The chapter shows new solutions: information rich generative logo and generating not only mark but also graphic elements of identification. The authors propose generative visual identity system for employees of the Lodz University of Technology. It is able to generate over 1.5 million unique logos with other identity elements for employees from their features. The system and usability tests of generated marks are presented in this work.