The key objective was to create a corporate identity that embodied the agency's uniqueness. That WAS the agency's uniqueness. Generative corporate identities are nothing new. The difference is they are actually all random. Iterations can still be identical. So, creating something that is always truly unique is not easy. This was the biggest challenge.

In order to achieve an always unique CI, we looked to the most effective creator of uniqueness on the planet - nature. By building a software ecosystem based upon nature's genetic algorithm our corporate identity could mate and evolve over generations to produce an infinite number of variations. It could have sex. The logo has no final design. Instead of creating a framework, we wanted to create a starting point. A first generation of 100 different typographies started to mate with each other in August 2013. Generation after generation, visual information is passed on from the parents to their kids.

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