Generative Design

Rule-based images and design for flexibility

Space of possibilities
In the last few years, the concepts, methods and ideas of generative art have been introduced to the graphic design discipline. This trend represents a shift in the way that design is practised. Instead of envisioning and shaping a definite visual form, the designer creates a space of possibilities from where an endless set of forms can be generated. In this approach, which is usually called »generative design«, the algorithm is becoming the actual design object.

Design for flexibility
Generative design enables both clients and designers to develop completely new strategies for branding and corporate identity. Instead of having a definite set of logos, fonts and grids, an endless number of visuals can be created. These visuals are all based on the same rules. So while they are different, they obviously come from the same »family«. Generative design creates consistency without repetition. Examples for the approach are Poetry on the Road, VSB Fonds Annual Report and the VIVA Clipcreator.

What we do
By applying our experience in the area of corporate identity and branding to the possibilities of generative design, we create new and innovative visual concepts.