94. Dynamic Identity.
Recently, I was sent this article written by Alice Rawsthorn at the International Herald Tribune (which has a great style and design section by the way.) In this article she discusses the trend for companies to have dynamic, seemingly ever-changing identity systems instead of one static logo. She uses Sak's Fifth Avenue new identity (we blogged about it here,) MTV, Google's versatile logotype and others to demonstrate this newer design trend and concisely discusses the pros and cons. I offer up Snickers (see this and this) and Perrier (download this pdf) as two recent examples of not just versatile identities but dynamic logos that are actually the advertising message in themselves. The article is food for thought for anyone designing an identity system, though I think it's pretty easy to decide when this makes sense and when it doesn't. Ask youself: does the added versatility serve a longterm purpose?