Generative Identity Tool

FELD & ATMO Studios collaborated on the generative identity tool to create an identity system for Pigmentpol, a digital printing company.

As a staunch advocate of generative design with a large interest in the practice and advancement of the field, it was really exciting to see a tool made to aid in the process for the non-technical designer looking to get their feet wet.

I’m especially keen on this project because not only am I a big fan of generative design, but my personal design aesthetic and taste leans toward the geometric side of things. The reason I like generative identity systems is because I feel that the brands they represent are dynamic and that a static image or system is not truly representative of a dynamic brand, however when you introduce a dynamic framework with styled rules the nature of the identity system can change right alongside the brand it represents.


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