Digital dynamic visual identities

Prospects at the frontiers of marketing and design




dynamic visual identity, designcommunication, digitalisation, branding, design


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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URL1: 2028 Olympics in Los Angeles DVI:

URL2: Eurovision Song Contest 2020 data-driven DVI:

URL3: EXPO 2000 – One of the first digital DVIs:

URL4: Rhizome – An early generative DVI:

URL5: Powen DVI

URL6: Nördik Impakt DVI

URL7: Nördik Impakt poster generator:

URL8: Sonantic DVI

URL9: Lamantin DVI

URL10: Lamantin logo generator

URL11: Schwanensee DVI

URL12: Diesel DVI

URL13: Spektr DVI




How to Cite

Fekete, B. (2022). Digital dynamic visual identities: Prospects at the frontiers of marketing and design. Vezetéstudomány / Budapest Management Review, 53(11), 55–68.