What would it look like to design a generative brand? Instead of a logo and approved assets, can we design a language that can compose a web of attuned media? In this case we wouldn’t be selecting a font but a family of fonts. In the same way, we could select a group of artists or artistic movements. Finally we can select or create UNICODE iconography. This makes the brand live within the broad standards space of online media, instead of separate to it. Not a signal, but a meme.

I think this is possible today, and has significant benefits. As a deliverable we can think about a mood-board, a representation of the associations. “Memory as Orientation” as Kei Kreutler has previously said. This, in combination with a short essay that demonstrates the creation process, would be a documentation of the practice. In contrast to a file with approved media and rules, we would have a network with related media and prompts.

What could we call this? Brand as Seed? In any case, it is multi-modal networked media, interdependent within the digital world, and truly online. It would be a blueprint for emerging generative tools. Something any agent (human, AI, or centaur) could use as input.

How would we know if it was official? Well, each content creator, could be validated as a community member. Assume the brand web is public, then anyone can create - but only some authorship signatures could be validated as eligible / credible. Tokenization of the assets becomes a path of provenance - but not to the “company” or “community” - to the creator themselves.