Five inspiring examples of generative design

The most prevalent mutual interest at our studio is technology. Designing interactive installations and web experiences inherently involves that interest. Designing brand identities, not so much. That is not to say we don’t like that process, but it is the reason we found ourselves wondering; what can code do for a brand’s visual identity?

Just so that we’re on the same page. At the top of this article you saw an image that was generated by an algorithm. I do not (yet) consider this image as generative design, as it is nothing more than the output of that algorithm. It is not yet purposely used to convey anything. This article will focus on how generated visuals can be used in design.

So for this article, I consider generative design as a design process in which visuals are (at least partially) created by code. Such code should leave room for unexpected things to happen (within a set of rules, preferably) and its output can be curated and/or edited by the designer.

A great example of how generative visuals can be applied in identity systems. Consistency is kept through a five-layer framework which is well described on the project page linked above. What stood out to me especially is the balance that’s kept between a clear style and the complexity of the generated assets. The link above also shows earlier versions in which that balance is being tested. It’s worth taking a look.

This work is entirely generated in Processing, meaning the designer in this case is the developer of the code and curater of the results (at least, that’s what it sounds like). The result is a pattern design that’s stunning in complexity and beautiful in detail.

I saved this as inspiration for both generative design and simplicity. A Processing script determines the flex of the curve and the color combination, resulting in an endless variety of business cards. The generative script brings in an element of surprise, but still secures a cohesive identity. A fine balance between freedom and boundaries. I wonder how this worked out in printing.

Honestly, you wouldn’t come up with this in Illustrator and I think that’s the point of generative design. It opens up a whole new world for designers. It often is inherently dynamic, which can be infinitely more surprising than using the same visuals over and over again. It’s a great opportunity for brands to catch some eyes- if used in a graceful manner.

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