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](https://i1.wp.com/www.adozeneggs.co.uk/app/uploads/2018/02/What-is-a-responsive-logo_thumbnail.jpg?fit=8335%2C4168&ssl=1?resize=960%2C480)
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.
![](https://i0.wp.com/www.adozeneggs.co.uk/app/uploads/2022/02/Responsive-logos_thumbnail-scaled.jpg?fit=2560%2C1280&ssl=1?resize=960%2C480)
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
![](https://i2.wp.com/www.adozeneggs.co.uk/app/uploads/2022/03/Flexible-branding_thumbnail-scaled.jpg?fit=2560%2C1280&ssl=1?resize=960%2C480)
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 text based design](https://i1.wp.com/www.adozeneggs.co.uk/app/uploads/2023/07/Visual-Identities-with-Flexible-Systems-thumbnail.png?fit=4000%2C2000&ssl=1?resize=960%2C480)
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.
![Flexible brands - how brands can be showcased on buildings, digitally and in print.](https://i1.wp.com/www.adozeneggs.co.uk/app/uploads/2017/09/brand-identity-squares-step-up-flexible-branding-a-dozen-eggs.jpg?fit=2000%2C1000&ssl=1?resize=960%2C480)
Step up Flexible Branding
Branding that changes depending on who is looking at it, and the wider context.
![Flexible branding - why is it the future of brand?](https://i2.wp.com/www.adozeneggs.co.uk/app/uploads/2017/09/brand-identity-squares-flexible-branding-future-a-dozen-eggs.jpg?fit=2000%2C1000&ssl=1?resize=960%2C480)
Why Flexible is the Future
Flexible branding will soon be commonplace. But what is it? It redefines brand consistency utilising resizeable logos & accommodating guidelines.