GBA – infinitely regenerative BI created by computer algorithms

Brand identity for Guilty by Association (GBA). Create logos with code that creates permutations to represent a diverse artist with limitless possibilities.

Created by Cotton, who teaches interaction design at Parsons School of Design in New York and leads data-driven and algorithmic brand identities at Pentagram. Cotton said that no designer has ever been able to create an unbiased design, and there never will be. So, they decided to create an unbiased brand identity with an algorithm.

It is a logo that can reveal the members rather than the GBA brand. It's amazing how new forms are created each time, with an identifiable level of specificity. It would be meaningless if a completely random logo was created, but the point where it can give a new feeling while being sufficiently differentiated from other brands is interesting. You can also create your own GBA logo in the link, so take a look.

https://gba-logo.netlify.app/

Copyright © Talia Cotton Pentagram, 2022