This rebrand aims to bring attention to the scope of the Internet Archive– it contains millions of items of many different types of media. I aimed for a visual approach that is generative and adaptable; the system needs to be able to form endless variations to keep up with the amount of content on the Archive.

I was inspired by the idea of a data stream to represent the free flow of information, a core value of the Archive. To represent this concept, I created my typography out of oscillating gradient blocks– first in Illustrator and After Effects, then with code in p5.js. By prompting Claude with the visuals I made and iterating, I coded a tool that allowed me to generate moving letters based on a specific set of parameters.