Digital dynamic visual identities
Prospects at the frontiers of marketing and design
DOI:
https://doi.org/10.14267/VEZTUD.2022.11.04Keywords:
dynamic visual identity, designcommunication, digitalisation, branding, designAbstract
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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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
URL12: Diesel DVI https://www.patrik-huebner.com/work/diesel-go-with-the-flaw
URL13: Spektr DVI https://lava.nl/projects/spektr
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