What happens if a brand has more than one logo to represent it? And I don’t mean as part of a brand architecture.
Designers help create a brands identity often with a single identifier in mind – the logo!
But when many brands now have a strong digital presence why not design logos for brands that are in constant flux. I’m not talking about vastly different logos. I’m suggesting a visual language within a logo. Normally in branding, we would introduce the visual language system to support the logo and help express other attributes of a brand but what if we could unfold the logo like an origami paper sculpture – a multi-dimensional impression of a brand in one visual hit!
The logo kit would be created from similarly styled graphic design. Its primary existence would be as an animated gif (a highly compatible format). Audiences would view this on online platforms, social media platforms and all rich media.
The consistent style of graphic design used to make up the logo could be extracted to create 2D [freeze frame] stills. The visual language within the logo would be thus that it’s instantly recognisable as the identifier for the brand it represents.
Additionally, the logo could live as a lenticular design on clothing, animating as the fabric moves – an extension of the digital gif.
Could an adventure/outdoors brand behave like this example below?
Bring on the ‘Agile Logo’…
I have had an interest in adventure/outdoor brands for a long time now. I buy them and take them on adventures with me. But these brands are logos or typefaces and they can be brought along as part of a design on a jacket, tent, axe but they can’t be the adventure.
What about the adventure brand that goes on an adventure – a particular type of adventure? Give the brands some attributes that could help with the challenge and then set it on its way to see how it fares on the journey it takes, the activities and interactions it experiences. The adventure brand could be AI or an algorithm. It could be printed as organic photovoltaic compounds in any design to power clothing, to heat materials, to light a jacket, or to send emergency signals – the technology is already here to do this!
How it performs could inspire a whole workshop and undiscovered insights into human attitude to adventure and our interaction with it.
Something to think about…