Lesley Moore is a Dutch graphic design studio composed of Karin van den Brandt and Alex Clay. For their visual identity, they choose an open system: it's the visitors to their website that create it. By creating a tool, the LM Logo Machine, they offer visitors the opportunity to freely combine graphic elements (circle, round, square) and letters (initials of Lesley Moore) to create their logo. All logos are stored in a database, and contribute to the visual identity of the studio. Each logo is used only once (paper letterhead, business card, envelope, etc.). This system generates a collaborative and ephemeral identity.