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RANDOMNESS & DESIGN: RANDOMLY GENERATED SYSTEMS OF VISUAL IDENTITY
Abstract
This paper discusses principles of creation of visual identity systems, problem of brand/trademark recognizability, several cases of using randomness in visual identity design and suggests SD3-framework for implementing visual identity systems that are based on applying random variations to the visual identity system that increases memorability. SD3 allows designer to create set of guidelines for visual identity system that retain recognizability of brand/trademark after applying randomness by using random generator or some other ways. SD3 can also be used in other design projects, where random variations should improve memorability, but retain recognizability.
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