Genetics-based Algorithm CI by Punk

Screen shot 2013-08-12 at 11.53.36 AM

 

Punk – the digitally led, future-facing advertising agency within the King James Group – has recently launched its new corporate identity and we’re pretty sure you’ll want to see it. Why? The company developed an algorithm based on genetics that constantly creates new versions of its identity, by itself, infinitely.

 

What that means is that from the logotype, to the letterhead, to business cards, to email signatures – all are being created off an algorithm that makes them completely unique each and every time.

 

To achieve this was no small task. According to Executive Creative Director Matt Ross, to solve the problem Punk “turned to the greatest designer of uniqueness on the planet. Nature.” With that in mind, the team developed a break-through algorithm that is essentially a genetic engine, which replicates what genes and chromosomes do within a CI framework. Using genetic code as the foundation means the algorithm can organically create an evolving, living population of identity instances that are always unique – never having existed before, and never to exist again.

 

The idea originated in the spirit of what Punk does – producing solutions for clients that are never the same.  The team thought it would only be fitting that their CI embodied that in some way. On this subject, Matt says: “The idea is a CI that always changes. That is never the same twice. Any iteration of it only exists once. Ever. So, instead of embodying the basis of the Punk division, it IS the basis.” The solution they came up with to achieve this is quite spectacular.

 

If you want to see this incredible algorithm in action, have a look at the videos below. For a one of a kind example, make your way to the website Punk has put together to showcase (and explain the details behind) their new CI: www.iampunk.co.za

 

[youtube]http://www.youtube.com/watch?v=7Kz96tv0FlQ[/youtube]

 

[youtube]http://www.youtube.com/watch?v=p9HN9VGHkg4[/youtube]

 

[youtube]http://www.youtube.com/watch?v=fshQFbsyAGA[/youtube]

 

[youtube]http://www.youtube.com/watch?v=yuiiJYidclc[/youtube]

 



Between 10 and 5