Dynamic Logos: Branding in the Digital Age

The brilliant MIT Media Lab have just released a new identity using an algorithm that can create 40,000 logo shapes in 12 different color combinations. Using the algorithm, the Media Lab have 25 years worth of personalised business cards.





What struck me as interesting about this logo was not it's aesthetic value or meaning, but rather it's production and application. As we accelerate towards a fully digitised culture, where media is delivered on multiple platforms and devices at multiple sizes and resolutions, the days of the static master logo may be coming to an end. Whereas before we judged an identity as a single unmovable object against a blank background, now we must consider it's application, both static and moving, across a huge variety of media.

The fact that the Media Lab logo is shown in motion as well as in stasis and is designed to allow for a huge amount of variation is an example of how it's designers are preparing for the "near total" digital future where motion and variety could be more important than the single recognisable mark.

Another brand exploring the dynamic logo is Comedy Central. This year they moved away from the traditional bubble logo towards a double "C" mark that is an obvious take on the copyright logo. When seen as a static logo on black it is admittedly a tad boring. But put it in motion and in context it comes alive, becoming something rather exciting in my opinion:



So what does this mean for ad agencies?

There is a lot in common between what is happening in visual identity and what is happening in advertising. Ad agencies can no longer rely on one TV ad to drive an entire campaign, much like a brand can no longer rely on a single mark to promote their identity. An advertising idea must have enough richness and depth to be applicable across a huge amount of media, both offline and online. Like the people who designed the logo above we as advertisers must consider our idea in motion as well as in stasis, in real life as well as virtual, as a long term solution for a digital future not a short term solution based on a fad or trend.

Info and links via Fastcode Design.