The use of generative art in dynamic visual identity systems: An applied study

The impact of today's technological advancements and digitalization is also evident in the fields of media and art. Developments in the media environment have brought generative art and algorithmic design to the forefront. In parallel with this process, the diversification of digital platforms has exposed individuals to increased consumption, leading to the rapid depletion of visual identities. Consequently, brands require innovative solutions to enhance their visibility and ensure the long-term sustainability of their identities. This need has contributed to the emergence and growing prevalence of dynamic visual identities. Furthermore, due to their flexible structures, dynamic identities have the potential to adapt to various digital and print platforms. In this study, a literature review was conducted on the concept of dynamic corporate identity, aiming to provide a reference for researchers interested in this subject. As part of the research scope, the other key concept—generative art—was examined in terms of its definition, historical development, and associated methods, in order to investigate its role and influence in dynamic identity design. The aim of this study is to reveal how generative art and algorithmic methods can be integrated into the design of dynamic corporate identities and to explore the relationship between them. For this purpose, an applied project was carried out. In the visual identity design developed for the defined art and music festival, it was determined that dynamic identities, by nature of their motion and capacity to offer diverse visual environments, are a suitable choice for festival branding. Thus, the design process proceeded based on this approach. According to the results of the study, the use of generative art and algorithmic techniques allows for the integration of real-time data into the design process of dynamic corporate identities. Thanks to their flexible structures, these identities can also be produced across different platforms based on such data. In addition, the use of algorithmic design and software tools enables greater interaction between the identity and its users.