Computational Branding

Angee Attar (2018)

In her last semester in the School of Design at Carnegie Mellon University, Angee Attar developed an independent research practice focused on creating a fully computational brand guideline. With support from the Frank-Ratchye STUDIO for Creative Inquiry, Angee was able to access Graphics Standards Manual from the New York City Transit Authority and NASA. Each manual provided data for designing corporate identity in the 1970s, and the rule structure which ensured fidelity of identity across platforms.

Working further with her advisor / STUDIO Director, Golan Levin, Attar produced computational composition exercises with basic building blocks of three black rectangles. Analyzing the quantifiable margins of compositions that felt unbalanced, symmetrical, or centered, Attar began to develop a set of programmable rules of block relations for a personal program of computational branding. Additional images and reflection from the artist available here.