Generative Brand Identities
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Real humans (not AI) are combining design and technology for new brand expressions.

![](https://assets.brentturner.is/_fitWide1600/9374/mb_mitmedialab_22.webp)

In the branding world, multiple trendlines are swirling.

_Debranding_ continues to happen everywhere (covered in **[Issue 13](https://newnew.substack.com/p/the-new-new-issue-thirteen?utm_source=brentturner.is)**). On another trendline, famous minimalists like Jony Ive are **[embracing](https://www.dezeen.com/2023/02/13/jony-ive-designs-coronation-emblem-with-gentle-modesty-for-king-charles-iii/?utm_source=brentturner.is)** _**[ornate identities](https://www.dezeen.com/2023/02/13/jony-ive-designs-coronation-emblem-with-gentle-modesty-for-king-charles-iii/?utm_source=brentturner.is)**_.

Somewhere off to the side of that, a new trendline comes out of the era of _hackable brands_ made famous by Google Doodles, **[executed brilliantly for IBM Think](https://athleticsnyc.com/work/ibm-think?utm_source=brentturner.is)**, and achieved **[peak awesomeness at the MIT Media Lab](https://www.pentagram.com/work/mit-media-lab?utm_source=brentturner.is).**

_Generative brand identities_ leaps one step further as it embraces variability, releases control, and builds from dynamic algorithms. The result? A single brand identity is expressed through countless permutations.

For example, Guilty by Association’s **[logo consistently redraws itself](https://www.fastcompany.com/90738772/this-experimental-logo-was-designed-by-an-algorithm?utm_source=brentturner.is)**. Wieden+Kennedy’s new design studio lets **[you play with their identity generator](https://www.creativeboom.com/news/not-wiedenkennedy/?utm_source=brentturner.is)**. And incredible **[design studios are launching](https://cotton.design/?utm_source=brentturner.is)** to push this field forward.

Together, at the intersection of design and technology, compelling brand identities will keep emerging. (Now, let’s hope the brand design industry can continue to avoid the tropes of today’s “sprinkle AI on everything” buzz factory.)

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This post was included in _The New New_.

Expore Issue 22 on **thenewnew.is**

](https://thenewnew.is/p/generative-brand-identities-future?ref=brentturner.is)