Random processes for visual identity

In this course, we will explore how random processes can become a creative tool within graphic design and the development of visual identities. Through a series of guided exercises, you will learn to design generative systems that transform randomness into structured visual decisions. Throughout the sessions, we will move from concept to the realization of a complete project: the creation of a typographic identity and its application on a festival and a promotional poster. Each group will develop its own system of formal generation, building alphabets, compositions, and visual universes based on defined rules, variations, and parameters. The course offers a journey through experimental processes that combine conceptual thinking with graphic exploration. We will analyze the role of unpredictability in design and explore strategies to select, modulate, and harness the unexpected as part of the creative process. By the end, participants will have developed a complete project that examines the relationship between structure, variation, and form, understanding unpredictability as an expressive resource within contemporary graphic design.

Course Contents
The course is structured into seven stages divided into 1 group session for theory, 5 individual mentoring sessions per student + 1 final group session for project presentations.

Foundations and Context
- Introduction to the course and analysis of the working methodology.
- Understanding generative processes applied to design.
- The role of system, structure, and intuition in visual creation.
- Examples of visual identities developed through non-linear processes.
- Definition of goals and the festival style assigned to each group.

Concept Development
- Creation of graphic systems based on unpredictable sequences.
- Design of digital or analog methods for shape generation.
- Definition of variables, foundations, and step-by-step processes.
- Initial tests and selection of visual materials.

Formal Exploration
- Generation of a large volume of forms and visual patterns.
- Identification of recognizable structures and selection of key elements.
- Introduction to typographic construction through generative systems.

Typographic Construction
- Development of a complete alphabet (uppercase, numbers, and optionally lowercase).
- Evaluation of formal coherence and legibility.
- Introduction to color use and visual composition.

Application and Design
- Creation of an individual festival identity based on the developed alphabet.
- Design of a promotional poster using the alphabets from the different groups.
- Integration of typographic work within a coherent visual identity.

Individual Mentorships
- Review of creative processes with personalized feedback.
- Design adjustments and technical guidance.
- Conceptual support and creative direction during project development.

Final Presentation and Wrap-up
- Group presentation of final projects.
- Collective critique and reflection on the outcomes.
- Conclusions on process as a tool for contemporary design.

To join this course, it is recommended to have prior experience in graphic design, art direction, or related fields. You’ll need a computer capable of running design software and familiarity with visual creation tools such as Adobe Illustrator, InDesign, or similar. Experience in experimental typography or generative processes is not required, but curiosity and openness to new methodologies are essential. Participants should also be available for live sessions and for completing the practical work between classes.