#dynamic branding

So cool! Designer Paula Scher is teaching on @skillshare – she’s a favourite of mine!

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Learn Dynamic Brand Identity with Paula Scher Only $0.99/month! Click here to sign up!

Learn Dynamic Brand Design with Paula Scher on Skillshare.

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When I only had a week left to screen print some of my prototypes I suddenly panicked. I had to make a decision... what tagline do I use?

However, there was something inside me which just didn’t want to force it. I opted for the idea of trying out a more dynamic approach. Rather than using one tagline with the logo, I am using a set of messages, which represent the overall message, rather than one specific one.

Some brands may need a tagline, or an explanation of what the product or service is about, however, I think my symposium would not benefit from this approach. 

For example, Here (London based creative symposium), does not feature the word symposium, nor does it mention its target audience, and it most definitely doesn’t have a tag line. In my opinion a clever move... makes it more interesting, less of hard-sell cheesy marketing. 

I might be wrong, but I decided that I should try out this way of thinking with my branding project. My argument is that the brand needs to be understood from experiencing a series of touch points, not by looking at a logo and reading a tagline. It is important to include some information about what the service or product is about, who it’s for and why it exists in the first place, but it can be done a lot more cleverly and sophisticated by weaving this information into the various touch points. 

I am all for short and snappy messages, which is exactly what I am using for BECOME, just not for one restricting tagline. It just becomes so repetitive!

I just found a couple of really good articles which mention exactly what I am trying to explain here. 

Adweek: The Death of the Tagline Flexible branding is the new name of the game

Branding Is About Creating Patterns, Not Repeating Messages

Reading such articles is really helping me try out new ways of working, push boundaries and build up confidence in my thinking, decision making and design practice. I can test this approach at my final MA presentation next month.

And here are some examples of my screen printed posters, showing the logo / name of the brand as part of a dynamic message, communicating the overall idea of celebrating the creative process. 

The idea of these posters is that they would be handed out as freebies at the symposium, as part of a set of practical materials aiding the creative process. 

https://www.behance.net/gallery/Flow-Csoport-Dynamic-Identity/6701015

http://www.matthieuregout.com/

http://www.brandingserved.com/gallery/Generative-Identity-and-website-EPFL-alumni/9018997

http://www.studiofeed.ca/projet/mml_1312487381

This article on creativebloq sums up where branding is heading in a nutshell. It pretty much reminded me a lot about what I read in Wally Olins' book Brand New. It's all about authenticity, being more 'human like' and empathetic - it's about connecting with the audience by being part of them. A brand is pretty much like a person.

This is why I think the dynamic brands are here to stay. A person changes throughout life - moods, needs, goals, friends, etc. are changing with the environment and circumstance. It is no different with a brand! Using a dynamic visual identity is a good way to deal with such changes, in fact, to enjoy such changes. 

This is why I want my brand to be dynamic. Also, I want my brand to behave communicate like a human - with humans, which is why I want to use quotes and messages a friend might say to you, whether it's a gentle kick up the butt when you need it or a reassuring message when you're down. And besides, it's making it all more fun and engaging.