The visual identity for the 2021 Central Saint Martins Graduate
Showcase uses artificial intelligence in the form of machine
learning to represent the individual and collective growth of
the graduating students within the university's community.
Collecting the word "bloom" in all languages spoken on the
Central Saint Martins campus, we trained a neural network that
generates new letterforms based on the initial data. Combining
moving imagery, color, and typography, we developed an adaptive
visual system with this generative cycle at its core.
Developed in collaboration with
Role • Concept Development, Layout, Post Processing & Web
CSM Stories: In Bloom
People of Print
We designed the visual identity around a Generative Adversarial
Network (GAN) - a machine learning process that represents our
growth as students. Eager to hold the plurality of Central Saint
Martins within one design, we focused on a multi-lingual
approach by fixing the design on translations of the word
“bloom”, anchoring the work back to the sense of growth and joy.
A call-out to staff and students produced a raft of nuanced
contributions, with the final 35 used to feed the GAN.
Based on the results of the generative process, the final design
system features two layered GANs, emerging but also influencing
each other. By limiting the use of typography, the focus remains
on the colorful visuals and consistency across all digital
Although the nature of the identity is digital, the design
system also translates into the physical world. Placed all
around the Central Saint Martins campus, the identity serves as
a medium to attract attention towards the digital show and
invite the public to celebrate the students' achievements.