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Dynamic logo design
The commercial platform has never been stationary. Rather, it is constantly changing with the times and trends. A business that cannot be flexible and adjustable enough to the crucial bends in the ever-changing marketplace will inevitably see collapse. Even household brands need to change for the better, how much more for the less-familiar and less-popular?
Change in the business and corporate world can easily be noticed. We see product packages and labels being altered more than once. And we see the logo design of many brands and companies, both established and new ones, changed over the course of a couple of months to a couple of years.
Yes, there has to be some form of dynamics or changes in the field of logo design because, as the company or brand that the logo represents changes, so will the logo.
One very interesting company whose logo design went through a couple of changes is AT&T. The company’s former logo was a blue bell wrapped in a blue circle to represent the Southwestern Bell Corporation and was subsequently replaced with a globe in blue stripes to represent AT&T Inc. and its modern mobile telephony services.
Apple Inc. likewise had its share of logo design alterations. The bitten apple logo that we know of today was initially a picture of Sir Isaac Newton sitting under an apple tree. That was rather complex for a logo, of course. Then, the company embraced the bitten apple logo in bright rainbow colors from 1976 until 1998 when Apple started to adopt monochrome-themed bitten apple logos, in black, silver, white, etc.
The more dynamic logo design is that of Google, which transforms from the usual rainbow-coloured typeface into different themes and colours to depict various events and celebrations. Surfers can readily know what is up on a particular day by taking a look at Google’s current logo. Other companies that use this kind of dynamism include MTV, Morton Salt and Saks Fifth Avenue.
Aside from applying temporary changes in logo design, some companies use their “other” iconic symbols to show dynamism. Examples are that of Michelin’s Michelin Man and 7UP’s Fido Dido. Both the Michelin Man and Fido Dido are depicted in various contexts, such as eating, dancing, drinking, etc.
According to some, dynamic logos will continue to thrive in the corporate world, particularly with the application of the Internet and videos where it is possible to create animated logo design in three-dimension.
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