A integração da parametrização no processo criativo do design : explorando as possibilidades da inteligência artificial na simulação de marcas mutantes

Abstract

Design plays a fundamental role in the effectiveness of brand perception. An example of a dynamic and innovative approach is the mutant brand, which goes beyond a simple symbol. It is considered the (r)evolution of representation, being open, artistic, indeterminate, and subjective. The aim of this study is to experiment and develop different parametric design approaches in creating brand mutations, exploring artificial intelligence in conjunction with design to enrich the creative process and assist in generating innovative and emotionally impactful visual solutions that resonate with the target audience. To conduct the necessary investigations, planning, projections, and analyses, this article documents an exploratory research method that showcases the journey from configuration and analysis to final experiments using parametric software, with the purpose of creating mutations based on pre-established parameters. Through the conducted simulations, it was observed that it is possible to generate diverse variations in graphic representations, resulting in a mutant brand. It is important to highlight that, without the designer's intervention, the method is not capable of generating significant variations. Therefore, it is concluded that careful management of the method is essential, ensuring adherence to the rules established by the designer in order to materialize the original creative vision.