21
Jun/07

Static v Dynamic Branding


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Johnson Banks: “All Change” (On ‘dynamic’ that is to say multiple brand identities):
“The age of the static brand is coming to an end. Organisations, companies, institutions, even charities are realizing that having identity schemes that ‘flex’ and adapt to circumstances are more appropriate in the multi-channel, multi-lingual world that brands now inhabit.”
Discussion of scope of protection for ‘dynamic’ brand here.

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