Original Machines

Brand identity assets for an exhibition and events series at the Design Museum. Original Machines is an exhibition series that asks the question: can computer-based artificial intelligence generate work that is considered original? It explores the history and current status of artificial intelligence (AI), and its ability to create and arguably originate work. My approach explored the core elements of computer-based generative outputs: controlled parameters and randomised generators. Each are required for computer-generated systems to work, wherein they are dependent on each other to achieve the desired output. This concept formed the basis of my ideation and development, which utilises a human interpretation of a machine-generated randomisation. Through randomly generated type manipulations, this work regulates them in the context of a brand identity by applying a human touch. Contrasting typefaces and organic colours are used to visualise the distinction of the non-human ‘machine’ from the human ‘original’. The resulting abstracted type becomes the brand-wide visual, composed across various mediums using human intentionality and purposeful composition.