Fifty years ago, a brand was just a single mark that made the brand recognisable and set it apart from the competition. Now a brand has become a platform, a place of exchange, an experience that arouses an emotional attachment. Brands need to constantly adapt to their fast-changing environment in order to survive. They become living organisms. This visual book looks at the different possibilities for creating living brand identities. A wealth of international dynamic identities are categorised into six different dynamic systems. These examples range from identities using simple controlled changes such as colour or shape, to identities that rely on code and external data input.
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