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Contents
Fluid, flexible vocabularies in visual identity
Foreword Introduction Chapter One: Vocabulary Chapter Two: History Study Chapter Three: New Consumer Chapter Four: Multimedia
This project booklet has only these chapters out of
Chapter Five: Reaction
all the chapters in the main thesis book.
Chapter Six: Generativity Chapter Seven: Criteria Chapter Eight: Project Conclusion Endnotes Acknowledgements
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Introduction
My thesis addresses the growing need for brands and visual identity to constantly adopt and react to dynamically changing consumer behaviors. Although consistency is one of the key qualities that branding should follow, old-fashioned, rigid identity guidelines do not meet today’s diverse individuals’ needs and wants anymore. Lately, the concept of the traditional client has been broadened out and far more multifarious identity designs have been requested. Frequently, a visual identity that responds flexibly and distinctly to special events is considerably more time-consuming and expensive than a static visual identity. However, flexible identities can be more sustainable and beneficial when it comes to maintenance. When a company tries to change its static visual identity every time they faced new issues or transformations, for example every 4 years, it would cost more than when it has a dynamic and flexible identity system for adopting the external or internal changes. In both the business and cultural sectors, the specific conditions reflected in the visual identity often change in very short time periods, such as when companies merge or their product range expands. Therefore, it needs for visual identities to be forward-looking in anticipation of new contents. As a whole, a fully developed flexible visual identity can react not only to the changing contents of an organization, but also to its context. The broader the spectrum of the visual identity created, the more
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references it allows even for the future. Playfulness opens imagination and innovation. Dynamics leads to opportunities. Flexibility discovers a new level of brand experiences by sensing and responding to new opportunities in the marketplace with speed and agility.
“An identity develops a life of its own. They almost become like children— when they move out of their family home, their parents are still concerned about how they are doing.”
Jon Hewitt pointed out in his article, “Flexible Consistency, Consistent Flexibility”, on Under Consideration, Speak up, “It comes as no surprise that people have started to question the “Consistency, consistency,
- Holger Jacobs, Moving Brands
consistency” mantra. In the last couple of years, more and more high profile projects have rejected this mantra in flavor of a flexible approach to identity. In a world where some brands are seen on screens more than in print, flexible identity is a logical development.” This article was written in 2008 and it is no wonder that the role of Flexible identity in the world of 2010 sounds a lot more reasonable. Even, while I was working on this thesis, Aol.’s identity has been transformed into unconventionally acceptable of various background images. Also, AT&T has introduced its updated, animated logo under “Rethink Possible” theme. Google changed its primary logo into brighter and refreshed ones in the beginning of May.
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Introduction
“People want to make them their own—which means they may no longer
Some people might say that this recent tendency could be a passing fad for packaging the brand or service value and perception among
be the same everywhere.
consumers in pretty visuals. However, I strongly believe that Flexible
Brand becomes not one
identity offers excellent potential for communicating with dynamically
tune, but a theme with variations.” - Wolff Olins, Brand Next
changing audiences in even more dynamic society today. In this thesis, I am exploring how ‘flexible vocabularies in visual identity’ can be conceptualized and embodied in a way of not only the behaviors of ‘dynamic consumers, but also using different kinds of media, to keep it youthful as the value is changing. By interviewing with design experts and branding professionals, I gather and analyze the reactions about flexible identities’ benefits and challenges, and as a result of that, experiment the possibilities of flexible vocabularies in visual identity as a single test-bed project.
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Lately, the concept of the traditional client has been broadened out and far more multifarious identity designs
Problem Statement
have been requested. Although consistency is one of the key qualities what branding should follow, old-fashioned rigid identity guidelines do not meet today’s diverse individuals’ needs and wants. Flexibility and dynamic aspects are required also for applications of different multimedia. As the value and the interests change in society, the identity grows over time as well.
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Fluid Project
Let’s take the hypothetical
The fluid project is an experimental test project that explores the
case of The Fluid
concept of ‘fluid’, flexible visual identity. Based on the criteria that I
Conference to explore how the concept of “fluid” can
worked on in chapter 7, this final chapter is about hypothesis testing
be crystallized.
through a visual identity project for a hypothetical event. There are
The contents of this event are hypothetical,
many methodologies to understand the context and draw a conclusion
based on The Brand New
from the hypothesis. I have carried out extensive research into brand
Conference. The purpose
identity, visual languages, rules, gestalt, generative design, visual
I did this project is to develop opportunities
perception, multimedia, changing social circumstances, etc.
of flexible identity with generative design and the three constructive
In order to be able to benchmark the outcomes achieved and avoid
concepts among the four
expending too much, the common vehicle is simulating one possible
in the previous chapter.
solution to create a system and moving on to another. One theme, “geometric permutations”, has been picked, because a permutation is one of the ways in which a number of things can be ordered or arranged. Bringing the concept of Modularity, Overlaps and Rapport(pattern) to this project, a series of visual tests were made trying to develop various configurations of the logo-like symbols. While some factors are fixed for memorability, others are open to countless variations within a grid system. On top of that, two sets of kinetic logo have been made to experiment the possibility of dynamic applications on screen based media, such as digital signage, websites and mobile devices.
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about : fluid conference identity as practice
Project contents
theme : geometric permutations experiments on different factors logo : kinetic logo within theme 1 logo : kinetic logo within theme 2 usage: in different configurations on stationery usage : variation for iPad application usage : variation for mobile application usage : large scale graphic displays
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Chapter 8. Project
about : fluid conference identity as practice “Set the rules at the outset and devise a system that can be executed easily, but
The Fluid Conference is a one-day event organized by The Fluid Project, focusing on the practice of flexible visual identity—a direct
also allows other designers
extension of the blog, The Fluid Project. The conference consists of
to grow it. Create a
eight sessions offering a broad range of points of view with speakers
participatory system with clear rules as well as room
from around the world practicing in different environments, from
for others to play and
global consultancies, to in-house groups, to small firms, to individuals.
create with the system. I think this is difficult to do.” -Manuel Miranda, 2X4
The inaugural conference takes place in New York City as it is undoubtedly on of the most important hubs of visual identity practice and, presumably, an allure to out-of-towners who might be inclined to attend the conference and make a weekend out of it. The venue for the conference will be Pratt Insititute Conference Room, which holds 140 attendees - the capacity upgrade was done after the initial seats were sold out in less than two weeks. For those of who can not attend the conference, a live webcast will be available as well as pay-per-download videos after the event. The Fluid Conference is put together and hosted by thefluidproject.org. Sponsorship opportunities are available for those interested. Date and Location February 4, 2011 at W 14th Street, Room 213, New York, NY 10011
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Speakers and Schedule
Contact hello@thefluidproject.org
While all speakers have confirmed their participation, we can not
Blog
guarantee that the speaker list or schedule is fully final. Speakers and
www.thefluidproject.org
schedule is subject to change without notice.
Twitter @thefluidproject
Live Webcast On the day of the event, a live webcast with all these videos was streamed as an additional option for those that could not attend the conference or were unable to secure a ticket before the event sold out. The webcast cost $60 for 1 to 9 users and $120 for groups of 10 or more. Other than a few caching issues at the beginning where some users still saw the test video that was streaming a few days earlier, the webcast streamed effortlessly and successfully. After-Party To celebrate the end of a grueling day of identity talk, the Fluid Conference will host an after-party at the Hiro Ballroom in The Maritime Hotel on 88 Ninth Avenue (between 16th and 17th Streets). The party will begin at 7:00 and go until 10:00 pm—you are welcome to stay deep into the night but you will be on your own to fend off locals.
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Chapter 8. Project
theme: geometric permutations
Primary Geometric Units for this experiment (absence is allowed) The choice of one, among 6 unites (including null), is up to the program or data of the conference.
Basic Grid for this experiment : 3 X 3
3 X 3 Grid is the most appropriate grid for this visual identity experiment. There are some examples of 3 X 3 grid that you may be familiar with.
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square
circle
triangle
straight/ diagonal line
There are basically two types of permutation: 1.Repetition is allowed: such as a lock with several numbers. It could be “333” or “101”, 2. No repetition: for example the first three people in a running race. You can’t be first and second. The permutation in this project is the one that repetition is allowed.
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Chapter 8. Project
Straight Line ± Diagonal Line ± Null
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2-Color Variations
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Chapter 8. Project
Circle ± Square ± Null
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2-Color Variations 3-Color Variations Overlapping
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Chapter 8. Project
Triangle ± Circle ± Square ± Straight Line ± Diagonal Line ± Null
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2-Color Variations 3-Color Variations No overlapping
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Chapter 8. Project
Triangle ± Circle ± Square ± Straight Line ± Diagonal Line ± Null
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2-Color Variations Overlapping Multi-overlapping
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Chapter 8. Project
Triangle ± Circle ± Square ± Straight Line ± Diagonal Line ± Null
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2-Color Variations 3-Color Variations Overlapping
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logo: kinetic logo within theme 1
The theme of this kinetic logo is “People”, that includes conference speakers,participants, staffs and volunteers. The permutation for this logo is based on circular units, which can be a control factor in this case.
the fluid conference
Each logo stands for a different “people” category. These logos are used for speakers’ information, live webcasts, video features, business cards, greeting cards and staff cards, etc.
the fluid conference
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These identity solutions are consistently flexible and adoptable to any kinds of platforms and devices. The identity needs to be considered not only as a printed still one but also as a logo with motion, either interactive or linear. Motion treatments would allow the identity to be more playful and alive and have more stories. On this stage, the logo can be shown
the fluid conference
as numerous variations in color, form, texture, pattern and images.
the fluid conference
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Chapter 8. Project
logo: kinetic logo within theme 2
The theme of this kinetic logo is “Connection�, that represents online media, press information, promotions and social networking for audiences. The permutation for this logo is based on straight and diagonal line units, which can be a control
the fluid conference
factor in this case.
the fluid conference
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Each logo stands for a different “connection� category. These logos are used for social networking media (facebook, twitter, Linkedin, etc), online blogs, websites, any kinds of promotional
the fluid conference
items for audiences. These logos are used for social networking media (facebook, twitter, etc), online blogs, websites, any kinds of promotional items for audiences.
the fluid conference
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Chapter 8. Project
usage: in different configurations on stationery
Dayoung Lee W 14th Street, Room 213, New York, NY 10011 +1 212 367 2481 hello@thefluidproject.org the fluid conference
wwwthefluidproject.org
the fluid conference
W 14th Street, Room 213, New York, NY 10011 +1 212 367 2481 hello@thefluidproject.org wwwthefluidproject.org
the fluid conference
W 14th Street, Room 213, New York, NY 10011 +1 212 367 2481 hello@thefluidproject.org wwwthefluidproject.org
symbol Stationery (Letterhead, Envelope, Business Card)
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logotype
Logos are applied in different configurations on Dayoung Lee
Vincent Cassel
business cards based on
W 14th Street, Room 213,
W 14th Street, Room 213,
each staff’s position.
New York, NY 10011
New York, NY 10011
+1 212 367 2481
+1 212 367 2481
hello@thefluidproject.org the fluid conference
hello@thefluidproject.org the fluid conference
wwwthefluidproject.org
Natalie Portman
Mila Kunis
W 14th Street, Room 213,
W 14th Street, Room 213,
New York, NY 10011
New York, NY 10011
+1 212 367 2481
+1 212 367 2481
hello@thefluidproject.org the fluid conference
wwwthefluidproject.org
hello@thefluidproject.org the fluid conference
wwwthefluidproject.org
wwwthefluidproject.org
Logo application on staff T-shirts for the fluid conference
the fluid conference
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Chapter 8. Project
usage: variation for iPad application
This application is for demonstrating how flexible and dynamic logo can be functional as it changes based on the data, which is a conference program in this case. Creating modular logos and patterns out of them, and building rapport with visual echoes can appeal to diverse audiences.
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Each symbolic logo has a different meaning based on the units and geometric permutation orders.
live webcast
speakers
On the day of the event, a live webcast with all these videos was
schedule
streamed as an additional option for those that could not attend the conference or were unable to
register
secure a ticket before the event sold out. The webcast cost $60 for 1 to
contact
9 users and $120 for groups of 10 or more. Other than a few caching issues at the beginning where some
information
users still saw the test video that was streaming a few days earlier, the webcast streamed effortlessly and
after party
successfully.
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Chapter 8. Project
usage: variation for mobile application This smart phone application is not only for the one-time event but also for the organization archives. The logo appears differently along with updated conference information.
the fluid conference
105 days left
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In this case, the logo is animated to let you know about the video features.
speakers
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Chapter 8. Project
usage: large scale graphic displays
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Conclusion
The fundamental themes of the project, developed in Chapter 8, are 1. Modularity — 2. Generativity — 3. Movement, and these are all for flexibility and vitality in visual identity. If there is another opportunity that I can move onto one of other problem-solving projects under the name of The Fluid Project, I would like to experiment more on typography focused visual identity. In this thesis, even though I did research on typographic ideas, the conference’s case is specially about symbolic language in flexible identity. As many people say, the world is changing. It becomes more cross-cultural, dynamic, and unpredictable. Many different kinds of technology and social media have been developed, and creating something newer is a new virtue. Thus, visual identities need to adapt changing factors not only for attracting diverse audiences but also for maintaining the core message of brands, organizations and anything that needs to communicate. “The Fluid Project” is for experiments how visual fluidity can be effectively used among designers. Through the research and interviews, I have learned that the implementation is important to deliver the core value and theme within the right context. For both design principles such as “Gestalt” and digital media solution,
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this thesis and the project have dealt with flexible language in visual identities, from more aesthetic point of view to practical usages of identity design principals. Whether they are successful or not, there are numerous examples of dynamic identities today. However, to avoid risks of being a fad or a bad ‘copycat’, it is more beneficial to have criteria or principles for flexibility and adaptability. I though out a more useful yet experimental guide, which can be a good solution potentially to designers when they face challenges to develop flexible identities. Liquids and gases are called fluids because they can be made to flow, or move, according to NASA, Glenn Research Center. In any fluid, the molecules themselves are in constant, random motion, colliding with each other and with the walls of any container. In other words, in flexible visual identity, there are constant factors—key concepts, messages, theme—and changeable ones—visual elements and containers. As I explored in this thesis, flexible visual identities can be sustainable in terms of ‘evolvability’. Flexibility leads to evolving opportunities and helps the company or organization to maintain their visual identities.
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