After six amazing years, the founders of Hexanine have moved on to other independent design work and creative endeavors. Read more
Concrete brand talk in an ephemeral world

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131 Responses to “The Future Is Fluid: Inside Dynamic Logos”

  1. Ty Grigg says:

    I’m loving this collection of fluid identity pieces. Thanks for putting this together! I love the creativity of Nordkyn – their logo responds to the up-to-the-minute weather, much like their company does. I also found the MIT Media lab striking. They have beautiful color combinations and I love the “individual within a collective” idea. Thanks Tim!

  2. Lisa Guillot says:

    You guys do such an amazing amount of research, thanks for pulling this together! I am def going to mark this to come back to for my next identity project. Looking forward to see what comes next!

  3. Matt Herlihy says:

    Smashing work. Beautiful to look at, fascinating to read, and a joy to behold.

  4. Logos says:

    There are no technical rules for designing logos. A good logo is onethat can easily be recorded in our memory and captures ourattention and that should be associated with the company vision.

  5. Mary says:

    This is fascinating and really quite exciting. I love the challenge of creating a dynamic visual brand that is still highly recognisable while mutating across a range of logos. Amazing pieces of work!

  6. Teak says:

    I think one of the first times I really paid attention to a dynamic logo was when the city of Melbourne unveiled their new look.

  7. Nice article Jason! Something cool to consider.

  8. Jonathan says:

    I thought the “fillings” logo concept was cute the first few times I saw it. Slap a picture in there and bam let the image speak for the brand. But shouldn’t the brand speak for itself? Wolff Olins has relied on this so heavily with some of it’s largest clients in the past decade. London 2012, NYC Branding and Aol. I’m almost sick of it now. It’s like they don’t need a designer to come up with a logo, they just need a photographer to take nice pictures…


  9. [...] Great collection of multibrands -via Travis McKinney [...]

  10. Louis says:

    Check also the logo of Swisscom, the national telecom company of Switzerland ( It isn’t changing on something, it’s just a moving/3D logo. This re-branding was done 3-4 years ago. They are some funny comments about this logo that I can say here, I let your imagination of what it look on his non animated version :-)

  11. [...] Análisis Logo cambiantes Por: piensologoex / 14, March 2011 / Comentarios (0) Encontramos en ZEROSIDE, un interesantísimo blog sobre Branding, este artículo que nos hace reflexionar acerca de una [...]

  12. Decked says:

    I think Priba used to have the first ‘image inside logotype’ in the 1970s. Credit to John Lloyd/AID for being there first –

  13. Alex Quinto says:

    Also, check out the dynamic identity of It’s an algorithmic identity, based on the website’s activity. Designed in 2003, Walker Art Center.

  14. John Lloyd says:

    “Decked” is right; I created this variable identity for Priba supermarkets in Belgium in 1973:

  15. Tony Spaeth says:

    Nice reporting! Note also the article by Roger van den Bergh on Identity Forum, “AOL and dynamic branding: When is it a good idea?”

    Roger notes also Hadfields, by Wolff Olins in 1967, the Belgian retail chain Priba, Jet Blue livery and the 2004 Brooklyn Museum mark by 2×4. Other examples are added in Comments.

  16. Tim Lapetino says:

    Thanks to everyone for the comments and additional examples — excellent to see John Lloyd’s groundbreaking (1973!) identity as well (thanks for posting personally, John).

    Here is another we’ve found, courtesy of David Airey’s LogoDesignLove (

  17. Pedro Moura says:

    the brazilian telecom provider Oi uses a design system approach like these since 2001:

  18. Bill Page says:

    Have you seen the work the Ehrenberg-Bass Institute has done around distinctive assets? I think it would be very useful for your thinking; basically, it’s solid evidence which says you need to cultivate the things people associate with your brand, which might be a colour, shape, song, art style, whatever- as long as it is distinctive, and impossible to confuse with anyone else. It means that you can go right ahead and use a fluid identity, as long as it’s composed of instantly recognisable elements that people tie to your brand.

    The danger many of these logos run is that they won’t be recognised as belonging to that company: how many are simply a shape filled with “just like, whatever is relevant”? At least the Nick one would be recognised and attributed to the right brand, even without the word. Hopefully.

  19. Bill Page says:

    I should add, their website is at, where there’s a few free articles, but for the meat of the topic, try a copy of How Brands Grow by Byron Sharp: non-affiliate amazon link

  20. Quora says:

    Most logos these days are not following conventional logo standards! is it due to advancement in technology ?…

    In addition to Ed, John and Tom’s contributions, I’d add that designers are becoming increasingly aware that their work is able to be easily manipulated and adapted once it passes beyond the boundaries of an organisation thanks to technology. So, yes…

  21. Stadtpirat says:

    Well, I think Melbourne would be another great example for this topic.

  22. [...] The Future Is Fluid: Inside Dynamic Logos « Zeroside [...]

  23. [...] To learn more about fluid identities and see other examples, check out this article. [...]

  24. [...] Více v článku The future is fluid: Inside Dynamic logos. [...]

  25. london olympics dates…

    [...]Hexanine | Zeroside[...]…

  26. Spielen und bares Geld erlangen, ist hinreißend aber gefahrenträchtig. Beileibe nicht jeder Charakter besitzt die Anfälligkeit dieses Glück ebenso dies Unterfangen zu checken sowie auseinander zu halten. Personen die bereits an einem Spielautomat in der Schänke nicht herum kommen, sollten bei weitem nicht im World Wide Web um Knete gamen. Selbige Leute haben eine Neigung zur Dependenz, schädigen sich selbst noch dazu die Familie. Das ist zugegeben nur selten darüber hinaus kommt einzig bei wenigen Menschen vor. Spielen im Internet um Bares kann auch Freude ausüben. Ein Spieler, der dasjenige kontrollieren kann, hat die Gegebenheit Bares zu gewinnen. Die Auswahl dieser Onlinespiele ist gewaltig. Durchaus muss man berücksichtigen das der Anbieter seriös ist.

  27. check out my blog. I am working on a book on this topic!!!
    Like the page, and i will keep you posted!!

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  28. [...] ver unos cuantos ejemplos más sobre identidades fluidas en el blog de Zeroside. Share this:TwitterFacebookMe gusta:Me gustaBe the first to like this. Esta entrada fue publicada [...]

  29. [...] The Future Is Fluid: Inside Dynamic Logos – 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. [...]

  30. [...] other id systems that aren't really algorithmic, but rather dynamic… several examples here:…Embed QuoteComment Loading… • Share • Embed • Just now  Add [...]

  31. [...] on Share this:EmailPrintLinkedInFacebookTwitterTumblrGoogle +1PinterestLike this:LikeBe the first to [...]

  32. Quora says:

    Why most of the icon is static instead of animated or interactive? An animated icon will be able to convey more information and more engaging. Why there’s nobody doing it?…

    Logo is meant to give an identity to an organization. True that animated/interactive logos can be more engaging but they cannot be used at many places. Most important drawback – they cannot be used in print. Logos are meant to printed on buildings, on …

  33. [...] The Future Is Fluid: Inside Dynamic Logos | Hexanine | Zeroside. [...]

  34. […] [image source] Handmade dynamic identity: Get Up Printing Kit by Alexis Rom Estudio […]

  35. […] Museum of Art / Hexanine  / Studio […]

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