Flexible branding is the term given to a visual identity that allows the logo to be adaptable – sometimes changing 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.
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.
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
Exploring the importance of creating a flexible brand. Why the continuing trend for flatter, minimalist design is here to stay.
Branding that changes depending on who is looking at it, and the wider context.
Flexible branding will soon be commonplace. But what is it? It redefines brand consistency utilising resizeable logos & accommodating guidelines.