In the late 1980s my then local Chinese takeaway inexplicably got a'Make your own business card' machine. As a curious child, not yet set on a future design path, I can remember flicking through all the possible combinations of type and image whilst waiting for my food, having a clear idea of what my red serif type on white card, with an artist's palette in the corner would look like if only I could raise the required funds. Thirty years later for those looking to short-cut their brand identity in a cost-effective manner we have a new service entitled Logojoy. Their website proudly states, "By using artificial intelligence, genetic algorithms, and a few other fancy technologies, we're empowering everyone to design their own logo." What is this fancy technology they talk of?