Digital dynamic visual identities: Prospects at the frontiers of marketing and design

Balázs Fekete

doi:10.14267/VEZTUD.2022.11.04

Authors

Balázs Fekete Corvinus University of Budapest https://orcid.org/0000-0001-5201-0647

DOI:

https://doi.org/10.14267/VEZTUD.2022.11.04

Keywords:

dynamic visual identity, designcommunication, digitalisation, branding, design

Abstract

A logo is worth more than a thousand words. But how much are thousands of logos worth? Contemporary visual communication toolkit of companies and brands is becoming more and more technology-driven and extended by Dynamic Visual Identity (DVI) systems. Algorithmic, data-based, interactive DVIs promise unprecedented opportunities to brands and pose new challenges for designers and marketers. This paper explores the characteristics of generative type digital dynamic visual identities with the aim of stimulating interdisciplinary discourse and scientific examination at this frontier of marketing and design. The current study applied qualitative inquiry to a curated sample of contemporary visual systems designed after 2013. By using content analysis and the designcommunication (DIS:CO) approach the authors identified three dimensions that are suitable for the examination, and development of DVI cases regardless of the industry, technology and media used. Explanations are illustrated by the award-winning DVIs of world-renowned agencies such as Pentagram, Saffron, and Lava.

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Author Biography

Balázs Fekete, Corvinus University of Budapest

PhD candidate

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Hyperlinks

URL1: 2028 Olympics in Los Angeles DVI: https://www.designweek.co.uk/issues/31-august-6-september-2020/2028-la-olympics-logo

URL2: Eurovision Song Contest 2020 data-driven DVI: https://www.red-dot.org/project/eurovision-songcontest-2020-48596

URL3: EXPO 2000 – One of the first digital DVIs: http://www.qwer.de/html/projekte_expo.html

URL4: Rhizome – An early generative DVI: https://rhizome.org/editorial/2001/sep/05/the-worlds-firstgenerative-logo

URL5: Powen DVI https://saffron-consultants.com/casestudies/powen

URL6: Nördik Impakt DVI https://www.behance.net/gallery/107703989/Noerdik-Impakt-20

URL7: Nördik Impakt poster generator: https://poster.nordik.org

URL8: Sonantic DVI https://www.pentagram.com/work/sonantic/story

URL9: Lamantin DVI https://www.behance.net/gallery/17195287/Lamantin-Identity

URL10: Lamantin logo generator https://hiddencharacters.github.io/lamantin/#mic

URL11: Schwanensee DVI https://www.patrik-huebner.com/work/schwanensee-a-dynamic-identity-drivenby-dance