An approach to create an ‘always changing’ identity system through creative coding
About the project
Last year, Absurdo - a newborn Colombian design studio - was looking to create, through experimentation, its corporate brand identity with the goal of standing out in the market with beautiful images and narrowing the gap between designers and developers.
As a design director, I helped shape the project from its conceptualization and earlier stages to the implementation of the final graphic pieces, its website and several digital marketing pieces.
We had several requirements to start the project: it had to have a strong development and experimentation component, it had to be an effective solution that was visually attractive and it also had to be a brand that had multiple facets, although creating a changing brand differs transversely from the Traditional concept of visual identity and branding. Thus, the project involved a unique search to find the balance between brand variability and its awareness.
We then created a Java based code that generates two-dimensional graphics randomly from variables in mathematical formulas that could be used both as complementary elements of the brand, as individual artistic pieces.
To find this solution we started with quick sketches of variations on the logo through the modification of anchor points, color and other graphic elements, but we quickly discovered that the course that the project should take was not the modifications on the logo, but in its complementary pieces. We began to develop the application in processing step by step so that we could take mathematical formulas, modify their variables randomly to generate unique and ever-changing graphics. We also decided that we should limit variations, formulas, colors and alpha channel in a way that would allow us to maintain a unity in the brand language and that, despite the variation in each graphic, could be associated with the same company.
Sebastián Mejía - Design Director
David Martínez - Lead developer
Estefanía Mejía - Strategy