Systems, methods, and computer program products to perform an operation comprising receiving a request to generate a personalized emblem for a user, receiving data associated with the user from a plurality of data sources, extracting a plurality of data elements describing the user from the data associated with the user based on an extraction rule, selecting a first emblem template based on the plurality of extracted data elements and a template selection rule, modifying at least one attribute of the first emblem template based on a first extracted data element of the plurality of data elements, and generating the personalized emblem for the user by placing each of the plurality of extracted data elements in a respective location on the modified first emblem template based on a plurality of emblem layout rules.