The Creative Informatics Cluster aims to grow the creative industries in Edinburgh by building the number of existing businesses and creative entrepreneurs who can confidently innovate with data within the next four years. Six different ongoing programs have been designed to bring in both entrepreneurs, businesses, cultural institutions together to develop data-driven design. Creative Informatics approached us to create their Identity, Promotion, Website.
Drawing influence from the duality of machine-created and human-created design, this identity is rooted in the term ‘creative machine’ – not only the name for software that can create or edit content, but also a viable label for a human being. The lines are blurred between creation and co-creation. This duality is reflected in a strong typographic concept: the key typeface has both constructed and naturally drawn – almost calligraphic – characters. All nine AHRC supported cluster across the UK were also asked to develop their own version of an X, creating their own identity within the overarching concept across all. We then used the placeholder symbol to reflect the nature of the work we will be doing, which is never static neither in content nor in output.
For the key visuals, we chose a duo-tone colour scheme in metallic and lemon yellow, which we used in combination with black and white imagery to create a strong visual impact across all media.
We will be creating data-driven design promotion, co-developed with an algorithm, as the project moves on.