In the past, corporate identity was about control and consistency. With too much control, people tend to forget about content. In the era of blogging, social networking and user-generated content … a bit of flexibility is essential. (Wolf Olins)
It’s official. 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. Over-controlled brands are starting to look stiff and old-fashioned, but not all clients (and certainly not all design companies) have yet woken up to this latest shift.
As brands become less the property of an organisation and more the banner of a movement, ownership will become even looser. Logos will be things other organisations, and individuals, can borrow and adapt.