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.
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.