In the internet age, the means of communication keep changing along
with the increasing formation. It becomes more difficult to catch
the public's attention and the monotonous and invariable logos
can't meet the needs of current and future commercial society any
more. Designers need to seek new design language to express a
brand. Flexible logos are a kind of design form with more
variability, stronger adaptability, wider coverage, and fresh
visual effect. This new form perfectly follows the development
trend of globalised, diversified, and internet integration of
online and offline operations in the new commercial society.
However, the birth of flexible logos is not only to adapt to new
media - and new means of communication - but also a breakthrough of
logo design itself that creates new possibilities for the
innovation of logo form and breaks the fixed, monotonous, and
invariable characteristics of the traditional static logos. This
book explores the creation and methods of the flexible logo design
process, and analyses its application across dozens of
international projects. Each project explores the notion of broader
brand extension stability, as well as the stability of consumers'
psychological recognition.
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