A generative logo is a design of lettering that can include variations such as size, weight (e.g. bold), slope (e.g. italic), and width (e.g. condensed), in which the creator intentionally uses a computer-based algorithm to introduce randomness as part of the creation process.
The creator writes scripts on the blockchain, making the script permanent and verifiable by anyone, allowing anybody to run the script and create a unique image. Thanks to blockchain mechanisms, creators can now set in advance the number of iterations possible (number of pieces created), and potential owners are assured that they have an equal chance to get a rare version. What would have been impossible a few years ago is now enforced on a blockchain, which makes the whole process trustable by both parties.