What is dynamic identity?

Contents:

• Digital vs. Printing
• Dynamic Identity Tools

Corporate style, or identity, is a set of visual elements that help create a unique company image. The core components of a brand identity are the logo, patterns, fonts, and color palette. These elements work together to create a memorable and recognizable visual style that strengthens the brand and increases its recognition in the marketplace. Properly selected colors and fonts can significantly influence customer perceptions of a company, creating a cohesive and appealing image. Dynamic identity is a system of rules that allows for the generation of an infinite number of unique visual solutions. This concept provides flexibility and adaptability, making it ideal for brands seeking a modern and creative approach to visual communication. Using dynamic identity, companies can create a variety of graphic elements that reflect their identity and values ​​while remaining relevant and memorable. When searching Google on the holiday, users may notice a doodle—a modified company logo accompanied by illustrations and animation. Doodles are created to celebrate significant events, historical dates, and cultural holidays, attracting attention and adding a touch of originality. These unique designs not only inform users about the event but also maintain interest in the Google brand, demonstrating its creative approach and engagement with global culture.

Dynamic identity is one of the striking ways to visually identify a brand. In such corporate identities, the logo's shape, fonts, illustrations, and color palette may change depending on the creative concept. However, consistent attributes help maintain brand recognition. For example, Google doodles always use flat vector illustrations that maintain a consistent style and avoid 3D graphics. This approach ensures a stable visual perception, despite the diversity of the design.

Dynamic identities allow brands to easily adapt to changing conditions, different platforms, and specific target audience segments. In this article, we will consider which brands use dynamic identities and what basic principles should be considered when developing them. This will allow us to understand how an effective identity helps increase brand recognition and appeal in various contexts.

Digital VS Printing

The first example of a dynamic identity was presented in the 1960s. Wolff Olins Studio created a unique brand identity for a paint manufacturer using a fox as its mascot. Different cans featured the fox in various poses, reflecting different types of paint. It could be standing, running, sleeping, raising its tail, or opening its mouth, but thanks to a consistent illustration style, the brand remained easily recognizable. Dynamic identity, as this example has shown, allows you to create a flexible and memorable visual image that works effectively in the market.

Product manufacturers continue to use this technique, as it provides convenience for buyers. When products are designed in a consistent style, customers easily recognize them as products from the same brand. This fosters trust and increases the likelihood of purchase, as customers confidently choose products that are visually related. Dynamic identities aren't limited to consumer goods manufacturers. They are also actively used in ecosystems, television channels, film companies, and in event and location branding. A striking example is the corporate identity of the city of Oslo, which demonstrates how dynamic identities can effectively represent and promote a region's identity. This approach allows for the creation of a unique visual language that reflects the culture and atmosphere of a location, attracting the attention of both locals and tourists.

Dynamic identities are ideal for companies looking to unite different products or sub-brands under one visual concept. However, they also have their limitations, especially in the printing industry. Outdoor advertising requires printing and installation, which makes frequent changes impractical and costly. For example, changing advertising elements as frequently as Google updates its doodles would be prohibitively expensive. Furthermore, printing flyers in a single, large print run is typically less expensive than printing smaller print runs frequently. Therefore, when planning the use of dynamic identities, it's important to consider the balance between flexibility and cost-effectiveness. Updating images on-screen is significantly easier. A striking example of a dynamic digital identity is the MTV logo, designed in 1980. Despite the constant shape of the symbol, the background, colors, and textures of the logo were constantly transformed, emphasizing its uniqueness and adaptability in the changing media landscape. This design approach helps keep the brand relevant and attract the audience's attention.

With the development of digital communication channels, dynamic identity is becoming increasingly popular. Firstly, it is cost-effective compared to traditional printing. Updating a website banner or posting a new image on social media takes just a few clicks. Secondly, with the growing importance of SMM and content marketing, brands need to adapt their communication with consumers depending on the platform. Using the same graphics for an advertising catalog and social media posts is ineffective. However, it is important that users can easily recognize the same brand in both the catalog and on social media. This requires a flexible design approach to maintain a unified visual identity.

Dynamic Identity Tools

Dynamic identity is based on various techniques that can be used individually or in combination. In this article, we'll explore the key techniques used to create an effective dynamic identity.

A clean and recognizable logo can serve as a container for illustrations, allowing them to be placed within while maintaining the logo's contours. This approach is one of the most effective ways to diversify a brand's visual language and emphasize its individuality. Using a logo as a frame for graphic elements not only attracts attention but also creates a holistic brand perception, which contributes to its memorability. The use of such visual solutions effectively conveys a company's values ​​and ideas, strengthening its connection with the target audience.

One of New York City's famous logos uses an interesting technique: the letters "NYC" are superimposed on photographs reflecting various events and iconic locations in the city. This approach creates a unique visual image that highlights the culture and diversity of New York City. The logo becomes not just a symbol, but a true reflection of city life and its dynamics.

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In this situation, the logo remains unchanged, but the background changes. To ensure good legibility, the symbol placed over the image should be simple and free of small details. This will help create a harmonious combination of elements and enhance brand recognition. An effective logo design with clear graphics promotes better perception of information and strengthens the company's visual identity.

Many logos are placed on a variety of backgrounds, especially in advertising materials. However, dynamic identities are those in which the brand actively interacts with the background. For example, National Geographic's corporate identity clearly demonstrates this: the logo is presented as a frame through which the channel displays nature to viewers, and the changing photographs become an integral part of the concept. This approach not only emphasizes the brand but also creates a unique visual experience for the audience.

Doodle, which means "scribble" in English, has become an integral part of the design language thanks to Google artists. Over the years, they have created unique illustrated versions of the logo, timed to coincide with various holidays and significant events. These doodles not only decorate the search engine's homepage but also serve as a form of art, attracting user attention and highlighting the company's creative approach to culture and important moments in history. Doodles originally referred to modified Google logos, but today the term encompasses other brands as well. For example, Sber uses the term "doodle" to describe its versions of the logo. Doodle creation is not subject to strict rules: the background, elements within the logo, and its outlines can be modified. This allows brands to be creative and adapt their logos to different events or holidays, which makes them more attractive to users and helps increase recognition.

Modular grids play a key role in modern design and serve as the basis for creating a dynamic identity. A logo or pattern is broken down into modules, each consisting of simple geometric shapes. The colors or textures of these modules are then modified to create a unique visual style. Using modular grids not only simplifies the design process but also provides flexibility in adapting elements, which is especially important for brands seeking innovation and diversity in their visual presentation.

Melbourne's identity is based on a unique "M" logo and a variety of modular grids. These elements allow for the creation of multiple logos, allowing the visual style to be adapted to different needs and contexts. Thanks to the flexibility of modular grids, the logo can easily change while maintaining recognition and connection to the Melbourne brand. This makes the identity not only attractive but also functional for use in various advertising materials and on digital platforms.

Dynamic identities are often based on simple geometric shapes and typography. Geometric shapes and letters can act as building blocks, allowing for the creation of new, original compositions. This approach fosters a unique visual style that can adapt to various contexts and requirements. The use of dynamic identities allows brands to be more flexible and relevant in a constantly changing environment.

The corporate identity of the Finnish Institute in St. Petersburg includes a unique logo, which is a long inscription with the name in Russian and Finnish. The logo is flexible in design: it can bend into various shapes and be overlaid with text and photographs. This approach creates a visually attractive and memorable image of the institute, emphasizing its cultural diversity and the connection between Finland and Russia.

Color is a key characteristic that allows us to distinguish objects. While shapes and patterns can be confused from a distance, red and blue are easily identified. Color coding in design is a method that uses colors to differentiate products, categories, or sub-brands. This not only improves information comprehension but also enhances user navigation. Proper use of color helps create visual hierarchy and strengthens brand identity.

Corporate identities are typically based on one or two primary colors that create recognition and are associated with the company. Dynamic identities utilize a wider range of colors that can be modified to suit the brand's needs. A striking example is Heinz's recent rebranding, which emphasizes color-coding of its products and unique packaging design. At the same time, only the manufacturer's name and the shape of the label remain unchanged, which helps maintain communication with consumers and strengthen brand identity.

Corporate styles often use font pairs, when fonts from one or more fonts are selected for headings and main text. Two typefaces. Dynamic identities offer more flexibility in typography. Typically, several fonts with a similar style are used, differing in weight, proportions, or letterforms. This allows for the creation of a unique visual style that attracts attention and supports the brand concept. The correct choice of fonts and their combinations plays a key role in creating a harmonious and memorable design. Let's analyze the identity of the dairy producer "Cheburashkin Brothers." The brand actively utilizes dynamic identities, including color coding and changing patterns of partial letters. Their unique typeface, which has different weights to indicate the fat content of their products, is particularly noteworthy. It is noteworthy that the brand logo is absent from the packaging; instead, the main visual element is the first letter of the product name, executed in the appropriate weight. This strategy allows you to create a memorable image and highlight your products on store shelves.

The brand's corporate identity goes beyond logos, illustrations, and photographs. It includes the design of retail outlets, the choice of materials and packaging shapes, as well as sound and aromatic elements. All these aspects form a unique identity that helps a brand stand out in the market and create a memorable customer experience.

Some companies develop unique branding elements, such as specialized packaging for their products, signature jingles for video advertising, or proprietary fragrances for stores and offices. For example, Sber recently posted a job opening for a perfumer who will create fragrances for products within its ecosystem. This highlights the importance of scents in shaping a brand's image and their impact on consumer perception of products.

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