Designing the corporate identity for a developing company is no easy task and requires extensive research into the current situation. For the Swiss Startup Academy, which supports and advises young entrepreneurs, we created a dynamic brand identity that grows with startups. Using a simple algorithm, we transformed the name of each startup into a unique logo composed of shapes and colors. These generative logos visualize diversity and evolution within the Startup Academy ecosystem. This system spans from web to print and offers a playful, data-driven design that has been in use for 10+ years.