Computation and corporate visual identity / Computación e identidad visual corporativa

Tellez, F. A. (2011). Computación e identidad visual corporativa / Computation and corporate visual identity. In Proceedings of the 15th Iberoamerican Congress of Digital Graphics. Santa Fe, Argentina: SIGRADI. Retrieved from


The adoption of computation in the design process has opened this discipline to new dynamics and challenges. Programming has impacted how designers conceive and produce form, including how corporate identity is designed, consumed and understood. A recent trend in design has introduced logo systems that use multiple iterations of a mark, usually created with a computer algorithm. This article proposes a methodology to use the potential of computation in corporate identity design and a reflection about the role of the designer in this process.

Keywords: Computation, Corporate Identity, Computer-Aided-Design, Algorithmic Logo, Fluid Identity.

Download full text (Spanish): Tellez_2011-Computacion e identidad visual corporativa.pdf (1.2 MB)