Two bold new logo and branding experiments allow users to redesign the mark. So how are designers approaching the launch of a community, rather than just a design?
Branding continues to evolve at a gallop, spurred this time by advancing technology and the rise of social media. “The internet has challenged the conventions of branding,” says Simon Browning, a brand specialist at Tokyo creative agency EAT. “We believe that smart companies will shift focus from logos and CI’s to actively demonstrate what they are capable of and establish innovative policies that people can align with.” Today, logos aren’t just a symbol, static or dynamic, of the business, but a tool for, and the site of, the brand’s community-building efforts.