DYNAMIC BRANDING

While running LABS at mcgarrybowen we were concious of how static branding had become. A logo, different versions for different uses, fonts, color paletes blah blah blah. Don't get me wrong we love that stuff. But when it comes to todays environment things are far more dynamic and people expect all little more transparency in a brand in order to form a stronger connection to them. We wanted to explore the idea of creating a visual identity that could remain recognizable while still living and breathing dynamically and beyond the control of us as it's creators. We did this as an experiment developing a new identity for our own group in the process.

First things first. We need a starting point


The Logo

We wanted a logo that could easily represent dynamism in the first place. There were aspects of the group I wanted to convey. There were seven of us (at the time of the project) and we all had varying backgrounds and expertise. That's what made the team so flexible and dynamic in the first place. As I put it, we are a multi faceted team and each individual is themselves multidimensional. That said we formed a very solid unit. With these factors in mind Art Director of the group, Marc Anderson, set about creating the logo that would form the basis of the project. A multifaceted rhombus with 7 distinct panels to form the shape. Already the dynamism was taking shape as we knew with each panel being it's own distinct element we could affect them all in different ways.

Then we started pulling it all apart


Coding Magic

An algorithm was developed to manipulate the facets of the logo to change distances, orientation and color. This was all developed by the Creative coder of the group, Anthony Tripaldi, who then ported the code over to Flash to make it easier to animate for initial testing. Once in motion we simply needed to apply data input that would determine how the pieces move. Initial tests were done with an element that is used to identify every team member and every project, names. Letters and characters were used and successfully the algorithm applied a unique structure to every time resulting in each team member, and every project having it’s own unique variation of the LABSmb logo. Going forward we can now easily see how more complex and varied data sets, that have intrinsic meaning to an organization, might be plugged in to effect a logo. For example a restaurant logo could express the activity in the restaurant real-time. The logo of a financial institution be defined by stock value changes. 

logoslogos

The Conclusion

We did what we set out to do. We created a logo that was identifiable as a brand eventhough it may be presented in a infinite number of ways. We adopted it and even used the dynamic logo to create unique animated logos for our presentations based on what we were working on. We added a sound idet to each logo as well that was as dynamic as the visual logo. Then the company cut back and our group suffered as a result. I'm sure the code is sitting in a repository somwhere and nobody even knows how to make head nor tail of it.