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.
What is a flexible visual identity?
Part 0
A flexible visual identity isn't just a logo that shrinks nicely. We unpack what actually makes an identity flexible, with a couple of our favourite real-world examples.
Step up Flexible Branding
Branding that changes depending on who is looking at it, and the wider context.
