Book: Symbol by Angus Hyland http://www.laurenceking.com/product/Symbol.htm
Examples of Generative logos (yes, it's the correct word!)
Casa da Música by Sagmeister: http://www.sagmeister.com/work/featured#/node/192
MIT Media Lab Indentity by The Green Eyl: http://www.thegreeneyl.com/mit-media-lab-identity-1
EDP by Sagmeister: http://www.sagmeister.com/work/featured#/node/460
I think this can't be considered generative, but follows the idea of having one brand with different "faces". Other examples of this concept:
Southbank Centre and Tate by Wolff Ollins/ Marina Willer:
http://www.wolffolins.com/work/southbank-centre#
http://www.wolffolins.com/work/tate
Semiotics:
last year I saw this book - seemed an interesting straightforward approach to it
http://www.amazon.co.uk/This-Means-That-Users-Semiotics/dp/1856695212/ref=sr_1_2?ie=UTF8&qid=1318631448&sr=8-2
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