The world changes every day. Companies are also constantly evolving and moving with the times. And yet, traditional branding is static. But why is that? Can’t it be different? Or should it even be different? Meet dynamic branding.

A dynamic branding is actually exactly what the name suggests: a visual identity that is dynamic. Not a static whole, but a branding in which at least one element is not fixed. Think, for example, of color or shape. The MTV logo is a perfect example of this; the shape and position remain constant, but the colors and patterns change. In this way, MTV seamlessly connects with a highly diverse target audience with very different musical tastes. 

Times are changing. And they keep changing. In today’s world, one-on-one communication is essential to reach your target audience. This presents a challenge for a brand identity: it must not only be recognizable to the masses, but also work on a personal level. That’s where the power of dynamic branding lies. Customers are drawn to companies or brands in which they can see themselves. So, when you tailor your visual communication to a specific target group – for example, by changing a color – you can reach your audience much more effectively.

Valid question. And the honest answer: no, not always. The dynamics and diversity can become too great, causing even the constant factors to be lost. In addition, dynamic identities require more brand guideline monitoring. Because the frameworks are broader or even infinitely variable, it is essential to keep the constant core the same. And lastly, you should not forget to consider whether a dynamic branding actually fits the core values and vision of your company or brand. A dynamic branding for a static company is not a good combination.

Author: Karel van der Plas