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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.

Brand identity using responsive logos

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.

By Fran Johnson : 15/02/2022

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

By Fran Johnson : 04/03/2022

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.

By Jo Wdowiak : 16/03/2022
Visual identities with flexible systems text based design

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.

By Jo Wdowiak : 24/11/2023
Flexible brands - how brands can be showcased on buildings, digitally and in print.

Step up Flexible Branding

Branding that changes depending on who is looking at it, and the wider context.

By Jo Wdowiak : 23/01/2017
Flexible branding - why is it the future of brand?

Why Flexible is the Future

Flexible branding will soon be commonplace. But what is it? It redefines brand consistency utilising resizeable logos & accommodating guidelines.

By Jo Wdowiak : 27/07/2017