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Should brands have a single logo or an adaptable identity?

Surely we have always had adaptable identities. Different versions of logos are nothing new - CMYK, pantone, single colour, landscape and portrait versions can be found in any identity. A brand's framework in this day and age is required to reach out across multiple touch points and audiences. Consistency of approach is of greater importance than consistency of mark. Is a black version of a bitten apple any less effective at marking a product than a white one? Not really. It is the same method of intent that is applied to every element that creates a strong visual identity and the consideration for the how that makes it successful. Print, screen, moving, audio and 3D are all manifestations of a brand's identity that now have to be considered. Rather than "adapt", perhaps identities should "respond" to the environments in which they find themselves.

Thu, 14 Jun 2012

3:28 pm