Trend 03
Flexy brands
Flexy brands
Flexible brand systems that adapt to hybrid life, between the physical and the digital.
Flexible thinking and design
We live in times of hybridisation, times in which the boundaries blur between the digital and the physical, identity and gender, the ancestral and the futuristic, the local and the global, ecology and technology, the rural and the urban. Today’s world is crying out for flexible thinking and design.
New brands flow with their environment; they are no longer rigid entities, they are alive, agile and evolving, steering clear of standardisation. A brand is an attitude and a narrative, concepts that are no longer guided by rigid rules. Consumers are dynamic and ask for brands that adapt to their needs, both conceptually and formally.
A wide range of interactive, moving, static formats… needs new identity systems that adapt to change while keeping the course. This is how new usage rules emerge to shape languages that evolve hand in hand with technology and bridge classic graphic design and coded design, the static and the dynamic.
For an identity to evolve, it has to be alive.
Cases
01 / 04Zorraquino spotlights
- 01
In times of change, consumers need brands with flexible thinking that adapt to their needs.
- 02
New brands steer clear of standardisation. They stop being rigid and start flowing with their environment. They are alive and want to evolve.
- 03
New usage rules are emerging that bridge the most traditional and the most modern graphic design. Rules that encourage evolution.
More on the trend
References
- Identidad de Nickelodeon nuevo cambio por el estudio de diseño Roger
- Nickelodeon recupera el efecto ‘splat’ en su nueva identidad
- UDIT
- ESNE se convierte en una institución independiente y cambia su nombre a UDIT
- ESNE se reinventa bajo la nueva marca UDIT
- Disney’s young adult division, Freeform, takes variable turn in Collins overhaul
- Freeform’s rebrand reflects its commitment to new perspectives
- Pentagram identity for AI platform Cohere uses visual language of cells
- Cohere
Pages 42–52 of the report
