Sons & Daughters ID capture the flow of life with a generative tool for Lithuanian business centre Artery

Vilnius-based design collective Sons & Daughters ID have developed the identity for Artery; the Lithuanian capital’s new business centre from architect Daniel Libeskind. Avoidant of dry, corporate and static brands seen in commercial properties, Sons & Daughters ID went in the polar opposite direction; developing a generative, adaptable logo system accompanied by abstract 3D illustrative renderings and a vibrant red signature colour in an attempt to stand out from the surrounding hues of IT and tech brands. Channelling both the warmth of Libeskind’s artistry and the lively bustle of culture and nature within Artery’s grounds, Sons & Daughters ID’s generative solution encapsulates Artery’s environment as well as its sentiment; dynamically representing the notion of a city as an organism, and the rhythm of daily life. The tool itself allows for an infinite amount of static logomarks, as well as the technology for the letterforms to be continually distorted, or to react to given information – while also having the capability to generate secondary graphic elements to be implemented across the brand. “The process of developing the tool was not that different from what we have in other branding projects,” Sons & Daughters ID’s Adomas Jazdauskas tells us, noting how the only difference is timing. “The coding part is what made it a more time-consuming thing,” Jazdauskas adds, working with generative designer Mindaugas Dudenas in the tool’s creation.