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What is a dynamic brand identity? I like to think of them as algorithms. Inputs go in, visuals come out. Let's take the brand identity for NAi as an example. There are two variables you can change to produce over a hundred unique variants.
Dynamic brand identities were most often used for institutions like universities, museums or cities. Consistency is not as important there as it is for physical products. We all know where New York City is, we want to see what it is about. On the other hand I want my toothpaste packaging to always look the same so I don't have to think too much when I'm in the supermarket.
With more and more businesses being entirely digital this is starting to change. Not having to consider print as the main medium has opened a lot of possibilities for using animation or user interaction to alter the brand dynamically.
Author: BMD, See the full case study
Created in 1993 by Bruce Mau, NAi is probably the first example of dynamic brand identity. BMD developed the logo by projecting the image onto a range of different surfaces and materials. The result is a fully kinetic identity that reflects the complexity of the Dutch architectural institute program.
Author: Pentagram, Case study: See the full case study
Sonantic is a start-up creating expressive AI-generated voices. The company recently received a new logo from the iconic design studio Pentagram. This dynamic brand identity is a great example of how digital first companies don't have to stick to the old rules.
Part of the design work from Pentagram is also a custom build app for generating logo assets. Very clear example of what I mean by dynamic brand identities being similar to algorithms. Inputs on the left side, output on the right side.
Author: Bleed, Case study: See the full case study
Bleed design studio has derived their idea from three different window sizes which are characteristic for the building. Monier brand identity has more than one dynamic component. First is the variable background photography, the other is a flexible block composition.
Author: Studio Dumbar, Case study: See the full case study
Demo is a festival showcasing work of artists and designers on all 80 digital screens located in Amsterdam Central train station. The animated typography is and bold colors made this standout in the busy environment. You can also see how the logo changes based on your mouse position on the Demo homepage.
Author: Wolff Olins, Case study: See the full case study
New York City by Wolff Olins is a great example where dynamic brand identity is key to the whole concept. There is only one New York City, but there is no one New York City. An idea that is amplified by the colorful imagery used as a backdrop for the custom typography.
Author: BMD, Case study: See the full case study
Each year, the school invites a select group of graduating students to design a logo within the basic window framework, meaning that the emblem changes annually. This dynamic brand identity created by BMD for OCAD University continues to evolves long after the author had the last say.
Author: Wolff Olins, Case study: See the full case study
Although no longer in use, the mapping of the type to an imaginary 3D flag created a distinct brand for Current TV. Definitely a trend setting work by Wolff Olins in 2011.
Author: TheGreenEyl, Case study: See the full case study
Created in 2011, the MIT Media Lab logo featured 45,000 unique variations. Recently replaced by new work from Pentagram, it's still one of the most well known applications of dynamic brand identity.
Author: Manhattan Design, Case study: See the full case study
Perhaps one of the most fun and iconic examples in this list is MTV. The logo remained unchanged for nearly three decades because of its fluidity. It could be any color or texture—as well as animated—adapting to the pop culture just like music.
