The article aims to investigate the generative method for visual communication of the contemporary city as a means capable of expressing concepts of complexity and dynamism, that characterize this context. In fact, the city, as is well known, especially in its contemporaneity, is characterized by a layered, complex, and dynamic identity. So, in the perspective of wanting to bring out such aspects -often latent in most identity projects for cities- we want to investigate the generative theme as a resource and as an opportunity to adopt an alternative and more conscious gaze toward the narrative of place identity.