During the research phase of a recent identity project, we spent some time revisiting numerous examples of what we like to call “fluid identities” — logo systems that use multiple iterations of a mark (or series of marks) to communicate a particular aspect of a brand. These might take the form of a logo that changes with each viewing, or a singular mark that gets impregnated with different imagery, depending on the context. At one point, these types of projects were few and far between, but now these isolated examples have grown into a full-blown trend. The days of the static logo are certainly not extinct, but this persistent way of thinking about malleable identities seems like a portend of things to come.
A logo system comprised of many moving parts and contextual styles is clearly not right for every project, and this approach shouldn’t be used carelessly or without deep consideration for the brand connection. Instead, this way of thinking about a fluid identity is another (powerful) tool in the designer’s “bag of tricks.” Like any other design approach (whether it’s a grid style or a Photoshop filter) this is not a gimmick — it’s a way to solve the client’s identity design issues. The examples we’ve collected probably do the best job in explaining the needs and rationales for such a project, so you’ll find them below. We’ve grouped them into categories based on how their mechanics and fluid natures are utilized. We hope this article will serve as a useful resource, so feel free to leave examples we haven’t unearthed in the comments below.
Identities based on the brand’s DNA
Even though they are different, each of the following examples uses some concrete part of their brand’s DNA to populate the fluid nature of the identity.
Client: MML Mobile Media Lab
Designers: Etienne Bourque-Viens (Pixel Circus), Raphaël Daudelin (FEED), Michael Longford (York University), Anouk Pennel (FEED)
Description: Echoing the client’s multimedia approach, the identity “is constantly changing and will mutate over time.”
Client: AOL
Designers: Wolff Olins
Description: People use AOL ostensibly as a search engine, to find all sorts of things, so this identity leverages that multiplicity with a wide variety of supporting images.
Client: SECCA
Designers: Pentagram
Description:“The final identity conveys a continuing flow; the logo literally moves and fluctuates, echoing the constant change of SECCA’s galleries and community programs.”
Client: Casa da Música
Designers: Sagmeister
Description: This identity is based upon the shape of the Casa da Música in Portugal, the building designed by Rem Koolhaas.
Client: Get Up Hair Identity
Designers: Alexis Rom Estudio
Description: The DIY nature of the stamping process allowed stylists to customize their identity materials in a wide variety of ways.
Client: New Museum
Designers: Wolff Olins, Omnivore, Droga 5
Description: The unique shape serves as a containing window to emphasize or deemphasize different graphic elements to great effect. The logo is fluid, with New and Museum serving as ‘bookends’ to frame whatever message is needed between the words.
Client: MIT Media Lab
Designers: Richard The, E Roon Kang
Description: “The logo is based on an algorithm that produces a unique logo for each person. A custom web interface was developed to allow each person at the Media Lab to choose and claim their own individual logo for his/her business card, as well as a custom animation software which allows people to create unique animations for any video content the lab produces.”
Identities that morph to fit their design applications
Client: PWC
Designers: Wolff Olins
Description: This scalable identity uses shifting panes of color to adapt and fit any space or medium, using size and scale appropriately and powerfully.
Client: ITI
Designers: Heydays
Description: “The logo can be seen as just a flat artwork, but can also be seen as a cube felt with colors. The multicolored supporting graphic illustrates the logo folded out, and comes in a number of different versions. This communicates both the adaptability of the system, and life taking different directions. Appearing different on every surface, the visual expression is a representation of life, freedom and possibilities.”
Client: Nickelodeon
Designers: Tom Corey, Scott Nash, Alan Goodman
Description: This whimsical identity was designed with TV screen use in mind, and helped transform the flagging kids’ network, from 1984-2009.
Client: Knopf
Designers: Various
Description: The famous Knopf Borzoi logo changes with nearly each book jacket design, depending on the needs and whims of the jacket designer.
Logos that change based on external variables
Client: Nordkyn
Designers: Neue Design Studio
Description: “The visual identity is based on two main ingredients; our newly developed payoff, ‘Where nature rules,’ and weather statistics from the Norwegian Meteorological Institute. A feed of weather statistics affects the logo to change when the direction of the wind or the temperature changes. On the website, the logo updates every five minutes.”
Logo enclosures that house value-adding content
Client: MTV
Designers: MTV In-House Design Team
Description: “We really wanted to see the logo featured in a new way, and this was really meant being able to house all the great things that are happening at MTV at any given time.”
Client: NYC Inc Company
Designers: Wolff Olins
Description: The city’s identity mutates with a grid-like structure and a variety of “fillings,” using color and photo elements to remix the logo in an endless variety of ways.
Client: Museum of Arts and Design
Designers: Pentagram
Description: “We wanted a way of writing the name that could embody the values of the Museum, something that seemed inventive and surprising, and that could appear in different ways on different occasions. The Museum, after all, is dedicated to artists who take typical forms—say, vessels, or chairs—and transform them over and over again. We hope that the simple forms of the new logo will permit just that kind of transformation.”
Additional factors to consider before undertaking a fluid identity project:
The pieces need to equal the whole.
Many audiences will never see more than one iteration of the logo system. So, if any individual variant is weaker than a singular logo would be, the overall identity will suffer. Showing 100 variations of a mark might look great in a design case study, but the multiplicity probably won’t matter to your audience — most of them will assume the logo they see is the primary graphical face of the organization. So, all the qualities of a great identity must be present in each and every variation of your mark, which is admittedly a tall order.
Does it fit the brand?
As identity designers, we are always of conscious of helping our clients’ brands stand out. The idea of doing something new or different isn’t insignificant, since our media maelstrom forces brands to do increasingly more to gain visibility. Designing a fluid identity can help bring that needed awareness to an organization, but it shouldn’t be a gimmick at heart. This way of thinking about identity design only works when it’s an outgrowth of the brand’s distinctive DNA – some essential characteristic of the company or organization, whether it’s the nature of change, the style of a building, or illustrating the whimsy needed to play in a specific industry. Some brands might need to show diversity of service or product, while others see flexibility as a crucial competitive advantage, and other organizations have evolution written into their foundations.
Is the system/usage built to support a modularity?
A fluid identity works especially well for Nickelodeon and Knopf, because of the structure the logos exist in. Both companies have flexibility to play with the makeup or look of their logo, but this additional freedom only works because the logos live within rigorous support systems — the Knopf Borzoi always appears on the spine of a book it’s tied to, its size is relatively consistent, and it always shows up in that familiar paperback/hardcover environment. The regular use of media and placement adds a consistency that a pocket folder or Times Square billboard could not. Nick’s identity worked because viewers were guaranteed to see many permutations of the logo per hour on their television screen, preventing any confusion or weakness that the single viewing of one version might cause.
What do normal logos do well? (Maybe you don’t need a fluid logo)
It might be enticing to consider a variable or fluid identity for your client, but before you decide that a changing logo is the ticket, consider making your current mark work harder. Maybe it just needs to be more flexible across applications to have the visceral impact that’s needed. A well-designed, thoughtfully-considered mark can be ready to make the jump from the printed page, to a web version, to an animated intro on the latest iGadget. Good designers have those end requirements in mind before putting pencil to paper, and they stay at the forefront throughout the project duration.
Correction: Additional information about the New Museum identity has been added with help from that project’s director, Suzie Ivelich.
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Additionally, additionally they ensure all their users get one of
the best services at inexpensive prices. There will probably be
numerous kinds of service packages which they can choose up for themselves
in keeping with their needs and necessities. On the other side, SNS growth firm works for Instagram advertising and
marketing and helps the users to make use
of the very best techniques, to reinforce their performance both within the business or anything.
Moreover, the company also provided all purchasers or
users plenty of features like e-mail advertising and supply
a 24/7 help system. Currently, those who are wanting for a
company that can help them to increase engagement and convey free followers,
for their Instagram profile or their enterprise profile can consider the help of this
specific company anytime. Now allow us to take a look at a number of the alternatives of the SNS growth company which you’ll
be able to usually consider for your self. Instead of taking the assistance of this particular company’s SNS
growth, you may also take the providers
of other options of this firm initially.
Samsung’s Wave (in any other case recognized as the S8500)
will not be coming to Vodafone UK until June 1st,
but it’s out there somewhere in Europe starting immediately.
In keeping with a brand new launch from the outfit (seen in full after the break),
right now marks the first day in which its first Bada-equipped smartphone is
accessible in Europe, with Germany, France and the UK mentioned in particular.
We’re additionally informed that the “complete Bada SDK 1.0.Zero will probably be accessible for obtain shortly,” and whereas pricing particulars weren’t mentioned, the Wave ought
to experience to Southeast Asia, China, the Middle East, Africa and
Latin America in brief order. Don’t everybody cheer without delay, okay?
Seoul (Korea Newswire) May 24, 2010 — Samsung Electronics Co.
Ltd., a number one cell phone supplier, right this moment announced the business availability of the Samsung Wave (Model: S8500) in European nations, together with Germany, France and the UK.
With the launch of the Wave, Samsung is actively constructing a total eco-system round bada platform including
Samsung Apps.
This paper examines promoting photos of vogue brands in vertical social community site (SNS) from the viewpoints of message
methods. Vertical social network websites are forms of social curation systems utilized to social networking, the place data is selected,
organized, and maintained. Fashion manufacturers communicate with consumers by presenting photos on vertical SNSs, anticipating enhancements in brand image, popularity, and loyalty.
Those photographs painting content material for specific manufacturers and seasonal ideas, thus creating paths for product gross sales data.
Marketing by way of SNSs corresponds to relationship advertising and marketing, which refers to long-term
interrelationship and value augmentation between the company and shopper, and viral promoting, which depends on word of
mouth distribution via social community platforms.
Taylor’s six-phase message technique wheel, often used for analyzing viral ads,
was applied to conduct a content evaluation of the
pictures. A complete of 2,656 photos of style brands advertised on Instagram
have been chosen and analyzed. Results indicated that model values had been considerably associated to the number of followers.
Follower rankings and comment rankings have been also correlated.
Normally, fashion manufacturers projected sensory messages most often. Acute want and rational messages had been much less widespread than other
messages. Sports manufacturers and luxurious brands offered sensory messages,
whereas quick trend brands projected routine images
most frequently.
Q: How would a user subscribe for notifications to be delivered over e
mail? To obtain e mail notifications for a particular
subject, a subscriber ought to specify “Email” or “Email-JSON” as
the protocol and supply a valid e mail tackle as the tip-point.
This can be executed using the AWS Management Console or by calling the Amazon SNS API directly.
Amazon SNS will then send an e mail with a confirmation hyperlink to
the required e-mail tackle, and require the user monitoring the email deal with to explicitly choose-in for receiving e
mail notifications from that exact matter. Once the person confirms the subscription by
clicking the offered link, all messages published to the topic shall be delivered to
that e mail handle. Q: Why does Amazon SNS present two
completely different transports to obtain notifications over email?
The 2 e mail transports are supplied for two distinct types of shoppers/end-users.
“Email-JSON” sends notifications as a JSON object, and is meant for applications to programmatically course of emails.
Call high quality was just high quality over the earpiece, speakerphone or Bluetooth, and cellular reception was largely consistant with the telephone
sitting still, and we discovered battery life fairly common but higher then some.
After a full 15-hour day of moderate use, we hit the
pillow with 27 % remaining cost, while the identical test discovered our Droid 2 (with a recently changed, however smaller 1370mAh Li-ion pack) barely holding on on the
15 % mark. You’ll nonetheless be charging this one not less than nightly, but there’s somewhat
extra wiggle room. Don’t let the specs deceive you — regardless of clocking in at a seemingly pedestrian three
megapixels, the Sidekick 4G digicam is extraordinarily competent because of quality autofocus optics, a superb
sensor, and prime-notch image processing. It takes really
nice footage, with plenty of element, wonderful
colour steadiness, and correct publicity. Low-light efficiency is surprisingly first rate, with noise only
changing into a problem in excessive circumstances.
I genuinely enjoy looking through on this web site, it holds great
content.