Insights Flexible branding
Flexible branding is the term given to a visual identity that allows elements of the brand to be removed or changed – sometimes adapting the font, colour, pattern and scale – whilst retaining the essence of the brand’s the tone of voice and visual style. Examples of flexible branding include; AOL’s ‘invisible’ identity, OCAD Universities ‘frame’ identity and the logo system developed for MIT media lab.
Jo explores how and why the approach flexible branding emerged and what makes flexibility such a vital part of modern branding today.
What is a responsive logo?
The need for responsive logos has grown with the demands of a digital environment. Companies need their logo to communicate the same message whether on a billboard, or a bottle cap.
How do I make my logo responsive?
There are a number of design decisions you can make to make your logo responsive; remove the words, remove the icon / imagery, merge parts of the logo together, strip out the detail or create a stackable version
Creating a flexible brand – Back to Basics
Exploring the importance of creating a flexible brand. Why the continuing trend for flatter, minimalist design is here to stay.
Visual Identities with flexible systems
Lorenz makes a strong case for no longer needing logo based visual identities in contemporary design and instead explores flexible systems.
Step up Flexible Branding
Branding that changes depending on who is looking at it, and the wider context.
Why Flexible is the Future
Flexible branding will soon be commonplace. But what is it? It redefines brand consistency utilising resizeable logos & accommodating guidelines.
