Brainwaves Issue 1 Next Steps In Branding


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Brands are now moving from static to a more dynamic form. In the \'next steps in branding\' issue of \'Brainwaves magazine\' I explore the near future of branding. What do we need to change to be able to adapt to the brand environment of today? Away from the traditional static approach to branding, we see several brands taking a more dynamic shape. But will it stop here? In this issue’s ‘In-depth” story we explore a first possible first step in future branding: the birth of, what I like to call, the first true ‘LivingLogos’. These logos act like living organisms that naturally adapt to their environment, organisms which grow and evolve. Just like in the real world, these LivingLogos will be bound to the ‘physical laws’ of their brand world. Laws like gravity, time perception and space. A set of variables will apply to their existence as well. With these brands we will connect & interact on both functional and emotional level, and will build a true relationship.
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Brainwaves Issue 1 Next Steps In Branding

  1. 1. Issue.1 Next steps in branding // Evovle: increase the power of brands with LivingLogos // Plus: Technologies that are going to influence branding [p.16] brain waves The brand The next and Brand managers Reboot the Re-asses the Challenge: environment true nature of must become branding function of Bring it alive has changed brands [p.11] brand biologist system first brand carriers [p.30] [p.7] [p.15] [p.19] [p.28] 1
  2. 2. A ( B ra i n ) w a v e is a disturbance that travels through space and time, usually by transference of energy. Waves are described by a wave function that can take on many forms depending on the type of wave. A wave transfers some energy into your neighbours and will cause a chain reaction. Adapted from WikipediA 2
  3. 3. image source: 3
  4. 4. < Content > From the tip of the wave In this issue we are going to explore the near future of branding. What do we need to change to be able to adapt to the brand environment of today? Away from the traditional static approach to branding, we see several brands taking a more dynamic shape. But will it stop here? In this issue’s ‘In-depth” story we explore a first possible first step in future branding: the birth of, what I like to call, the first true ‘LivingLogos’. These logos act like living organisms that naturally adapt to their environment, organisms which grow and evolve. Just like in the real world, these LivingLogos will be bound to the ‘physical laws’ of their brand world. Laws like gravity, time perception and space. A set of variables will apply to their existence as well. With these brands we will connect & interact on both functional and emotional level, and will build a true relationship. The three major reasons why this approach is essential to building brands: • The new dimensions will endow the brand with more strategic depth. • Brands will be better capable to create a strong emotional link with their consumer. • Brands will have inherent analytical power & transparency We’re leaving the traditional era in brand building and entering a transitions period where we have to learn by doing. There are enough agencies dying for an opportunity to start creating the first real living brands, the only problem is they’ll need the ‘go’ from the gatekeepers - the brand managers. So brand managers: bring it on! Joost Galjart owner of the brain 4
  5. 5. < Content > < Features > The next and true nature of brands The brand [p.11] environment has changed [p.7] Brand managers must become Reboot the brand biologist branding [p.15] system first [p.19] < In-depth > The birth of LivingLogos organism that can grow and evolve. [p.25] Challenge: Bring it alive [p.30] < thanks! > < and more > You can’t start a wave without a forces quit conventions little help of some friends: During Re-asses the function of brand carriers [p.34] sharing & syncing of my brainwaves the lovely Diana Jianu introduced from the on world the term LivingLogos. Since then Technologies that are going to she was my counter wave and influence branding [p.16] helped developing this thinking on Nature by numbers [p.36] the future of branding. For further growth Annemarie Galjart, Jur from the off world Baart & Monique Hallmann helped A picture explained [p.38] by shinning their light on this issue. food for thought [p.40] And BR-ND for giving me the space to grow and evolve. links & references [p.41] 5
  6. 6. change 6
  7. 7. < Feature > The brand environment has changed With much nostalgia we all enjoy the hit series ‘Mad men’, a drama about one of New York’s most prestigious ad agencies at the beginning of the 1960s. We maybe enjoy it so much, because we long for the days when everything was less complex, less intertwined. But whether we like it or not, a lot has changed in branding and in the world over the years. It is time we question ourselves: are we exploiting all the unique opportunities generated by these changes? Do we give our brands enough room to live up to their full potential? Thanks to the new social context online and offline, branding has become more dynamic then ever. But there is still long way to go. In this issue of Brainwaves I would like to explore some of the possibilities lying ahead of us. First of all, we are putting more based on our understanding of effort into understanding the how the brain works and the ways working of the human brain. to steer it. This makes branding even more complex. From what brands used Second, we have also seen to be, nothing more than a mark the arrival of active design in that made them recognizable, branding: a brand’s visual a mark that told this identity is created on the brand apart from the basis of a very smart rest, now we know strategy designed to that brands are much trigger a specific set of more than just a sign: they desired associations. To trigger a world of associations achieve the desired associations & emotions. We created new designers play and attune several disciplines to incorporate and dimensions of visual identity, such navigate human complexity in as colours, shapes or naming. brandings, such as brand strategy, Lately, brand identity second positioning & brand portfolio layer, like house-style, packaging, management in an attempt to employee’s behaviour, etc. has control this complex, new world received growing interest. >> 7
  8. 8. < the brand environment has changed > And third, the rapid technological revolution has made room for many developments, among which one that has changed forever the way we perceive brands - how we communicate. With the arrival of smart phones we now literally have all the world’s brands in our pocket. Besides that, more and more surfaces and products are turning digital: billboards, magazines, vending machines and even our dining tables. And they are all connected to the World Wide Web, where all brands reside too. Some act like cameras with build-in senses and steps are being made that in the near future our mobile devices will be equipped with projectors. This means that we will be able to turn ANY physical surface into a digital surface. Leading the way in this technological (r)evolution is the ‘SixthSense’ project developed by the MIT Media Lab: “‘‘SixthSense’ is a wearable gestural interface that augments the physical world around us with digital information and lets us use natural hand gestures to interact with that information.” ‘SixthSense’ technology from MIT Media Lab These are just a few examples of most recent important developments. Sadly, until now, brands are just not adapting to the given possibilities. They are just ‘old’ brands in a new and changed world. What if brands did start adapting? What if we started exploring the possibilities brought by the new technologies and knowledge on human brain functioning? Could we make the science of branding less static? 8
  9. 9. source: 9
  10. 10. True nature 10
  11. 11. < Feature > The next and true nature of brands The first step in adapting to the new brand environment is to start seeing brands as if they were a living organism. This living organism feeds off a set of dimensions. Shape, colour and sound already exist in today’s brands. But time, senses and interaction capabilities are new concepts. So brand creation and evolution is much more dynamic. When you incorporate in a unique combination all these dimensions within a brand, the brand becomes similar to any other living organism on our planet. The brand is not fabricated in an isolated environment except for the bare essentials, as it acts like a living organism that adapts naturally to its environment. It grows and evolves from external impulses and, at the same time, it brings its own contribution to the environment in return. For this reasons, as organisms do, living brands continuously connect & interact with other organisms on both functional and emotional levels. This thinking allows us to see brands moving from a static to a more dynamic form. In order to accommodate dynamics, brands deserve a richer logo. A logo that is literally, in all its functionality, capable to adapt, interact, grow Both brands and LivingLogos are and evolve. going to be bound, as every living organism, to the ‘physical laws’ of I believe that, in the near their brand worlds. Laws like time future, we are going to witness perception, gravity, space, a constant the birth of, what I like to call, and a set of variables will apply. I the first true ‘LivingLogos’. In have developed a formula that is not the ‘In-depth’ section of this scientifically based (yet), but does edition of Brainwaves you’ll find its job at visually explaining how an exploration of the amazing all the brands dimensions relate to possibilities of LivingLogos. each other. >> 11
  12. 12. < the next and true nature of brands > The dimensions of brands A brand [B] is the sum [Σ] of all the (sub)brands of a corporation. Every (sub)brand is a unique combination of a set of n [n] variables [v] positioned in a certain moment in time [time], plus a constant [c]. This unique combination is the (sub)brand’s trademark [TM]. Further on, the brand is placed in a certain physical (space) [S(x,y,z)] which becomes the brand’s space. The constant The constant stands for control. The right amount of control is key because recognition is still one of the most important assets of a brand. The true challenge for the brand strategic thinkers will be to actually decide what should be controlled and then stick to it. For example, Heineken claims the colour green in the beer category. Time IKEA keeps the exact same look of An unexplored dimension in brand all of its buildings. Whereas identity is time [time]. Brand managers are we can hardly imagine afraid of time: is my brand supposed to change Apple without same or not in time? Isn’t a clear, unchanged positioning old Steve Jobs. of a brand throughout the years the ultimate sign of strength of a brand? What does evolution in time mean for my brand? And what is consistency? Basically I’m saying ‘time’ is good, spread the seeds of control and, for the rest, evolve together with the brand and the individuals. 1998 1999 2001 2004 2005 2007 2008 2009 2010 12
  13. 13. < the next and true nature of brands > The variables When we talk about the variables [vn] of a brand and by association of the LivingLogo, we refer to strategic choices. These choices start from anything that has to do with company culture, product design, the consumer and of course visual identity that follow a filtering process of strategic importance: what is relevant to the future brand? These choices are then taken over by the ‘dynamics designers’ and visually projected in the LivingLogo by using dynamic elements that evolve along with the source data (internal or external) and the individuals. My hypothesis is that the more elements, and the more open they are, the greater the interaction & therefore attachment of the individuals. In a world where everything is going to be connected to the web, it is possible to link the variables to sources of data such as a plain database, other individuals or even a different brand. For example: let’s say you have a brand on the stock exchange. The Dow Jones indicator could be one of the LivingLogo variable: the colour of the LivingLogo is connected to NOTE: For the level of the Dow Jones indicator. Every time you more interesting see the brand’s LivingLogo you’ll get a real-time examples of what indication of what’s happening on Wall Street. we can do with variables see the ‘In- depth’ section: The birth The brand environment of LivingLogos [p.25] As in real life LivingLogos need a place they can call home. The way we design these brand environments [S(x,y,z)] There are three main reasons why will influence their openness we should take this approach in towards the consumer. The building brands: more open they are, the greater the interaction • The new dimensions open a world of capabilities and less opportunities to brands to create unique static they’ll be. opportunities with more strategic depth. For instance, just by adding time to the mix we are already able to tell a story. What if the space between the brand and the consumer is diluted and they are in personal contact? I mean, really, in personal contact? • In this way brands are better capable of creating a strong emotional link with their consumer. This strong emotional link will lead to a higher brand loyalty. Next to that BR-ND’s 23plusone research tells us that the more of our emotional drivers are triggered by a brand, the higher the brand appeal gets (brand appeal is a sound marker for brand preference). • Think about the analytical power lingering in each brand. I can already see external sources and sensors (of digital devices) integrated into the DNA’s of brands through ‘LivingLogos’. 13
  14. 14. ld fie es t no Observe 14
  15. 15. < Feature > Brand managers must become brand biologists The fact is that for decades we have been surrounding ourselves with manufactured meanings. Seclusion from branded products, services or personalities is hardly possible for us humans. That said, the branded presence in our personal world does not need to be intrusive as long as the brand comes on invitation and a positive emotional attachment develops. We need to change the way we manage brands, we need to re-think the concept of a brand. The expected arrival of ‘LivingLogos’ can help and will only increase urge to change the way we manage our brands. In Amsterdam you’ll find a cross Nowadays most brand managers media agency called Fitzroy, (owners), strategists, designers named after the captain of the HMS and ad agencies do their work like Beagle, which adapted a quote of surgeons: Hungry for knowledge, Darwin as their main philosophy: they take the brand in sterile surroundings and dissect it with a “It is not the strongest loop before they create like ‘plastic of brands that survives surgeons’ the ‘perfect brand’. The nor the most intelligent ‘perfect brand’ embodies all the it is the one that is the conventions of what they think is appealing or good for the consumer. most adaptable to change“ They utterly overlook the power of Charles R“ Darwin “1809“1882“ imperfection: a perfect mirrored The surviving brands, those most face isn’t attractive, the swimmer adaptable to change are the ones Phelps abnormal anatomy and whose management is most what about the lure of the little adaptable to change. I think, and mole above a woman’s lip. hope, that Fitzroy will go a step further into building the brand Our dry role as brand managers, platforms that are most adaptable strategists, designers needs to to change. This means that, in evolve towards brand biologists. contrast with traditional brand Brand biologists are still devoted to strategy, brands have to have a science. But in contrast with ‘plastic brand strategy/positioning that surgeons’ who make fake brands by is open enough to leave room to attempting ‘perfection’, they make adaptation. To build platforms real brands. Nurture the brands, see for brand interaction with the if their (business) environment is environment, brand managers healthy, and are always observing: need to embrace the new do they get enough sunlight? Do technologies because they are they get enough room to breath their best friends, not their enemies. and stretch? 15
  16. 16. < from the on world > Technologies cmd V that are going to influence branding The next steps in branding will be made possible by a mash of technological innovations. Some are already in our lives, others are still in the developing phase. I have made a selection of technologies that can play a role within branding and I will keep on updating this section while keeping my 4 eyes & ears wide open on what tomorrow gives us. Digital surfaces 1. Billboards 2. Vending machines 3. Televisions (connected to the Internet) Mobile (personal) devices 4. ‘SixthSense’ 5. Smartphones 6. Tablets (iPad) 7. Netbooks/Laptops (including the 100 dollar laptop making computers 5 available to all) User interfaces 8. Augmented reality 2 9. Layer 10. 3D technology (with or without glasses) 11. SONY’s Raymodeler (360° display) Senses (like hand gesture technology) 12. ‘SixthSense’ 13. Playstations Skate 14. Microsoft’s Kinect for the Xbox 15. Wii remote (and the balance board) 1 16
  17. 17. 20 12 10 3 9 13 7 19 15 21 14 6 16 11 <HTML 5> 18 17 Creation & programming 16. iAd (Apple’s advertising programming) 17. Designed QR-codes 18. HTML-5 Powered by 19. Artificial intelligence (AI software) 20. Face recognition software 8 21. Processing (programming language) 17
  18. 18. Reboot 18
  19. 19. < Feature > First, reboot the branding system! To effectively succeed in creating future brands we have to change the way we design them. Funny enough we are 50 years after ‘Mad men’ era and we still create brands almost in the same way. One thing has changed and that is that we have replaced the pencil and paper with the tablet and computer. We still start by creating a logo and stick it on everything we own as a brand. With the arrival of brand positioning/strategy we now added ‘thinking’ before designing and sticking. In a normal situation this is the way perceived and interpreted different a brand is built today: The first step by a strategist and a creative. is to translate the business strategy Beside that, the first thing creatives into a brand strategy so that the want to do is to open up the ‘fixed brand is capable to achieve the & solid’ brand strategy. Finally, business goals. It’s important to after a while the visual identity remember that in the end a brand appears. Then the brand (strategy is nothing more than a means & visual identity) is briefed (usually to an end (usually profit). After in words, sometimes words and everybody (finally) agrees on the images) to the ad agencies (yes brand strategy as ‘fixed & solid’ again a briefing, another exchange as it can be, the design agency/ of miscommunication). And if we department is briefed to create are lucky (depends on the talent the visual identity. Here the first of the brand manager) we’ll have problems occur because a good a brand (world) almost iconically briefing rarely happens because represented by a static logo ‘stuck’ the strategist and the creatives on the website, stores, packaging speak a different language. For and campaigns, which hopefully instance the concept ‘fresh’ is are still on strategy. >> 19
  20. 20. < reboot the branding system first > Another common mistake is that we are trying to create a polished and fully finished brand that naturally asks for a fixed brand world. Full brand control nowadays is foolish and impossible if you want to be a strong brand, a strong competitor. Consumers expect openness, transparency. They know your tricks by now. Let’s imagine for a moment delivering the brand with a BETA status. fiIf you tell people it is in BETA then it says it is not Finished. We should always look at things as not Finished because that is the only way we can improve Jay Cousins By delivering a brand in BETA Team up and means that that brand is not collaborate finished. The BETA status To be grants early access successful in and invites you, the creation all of you, to process, we need participate an integrated in the approach and get development rid of the linear of the brand. steps currently in By doing this the branding process. the consumer This means we’ll have will help bring to create a process the brand to that combines strategy, the next level design and interactivity and will share in such a way that in the some kind of end we will have one brand ownership and world that houses all your attachment with brand activities. Why is it that the brand. the strategy must be finished before the creative department starts? I say team up, brand managers with designers, copywriters, strategists and programmers (bring in ‘the geeks’ as soon as possible because they are going to play a crucial role). And what if we start with creating an amazing living (digital) brand world first? What is essential is to first agree (be it in a BETA manner) on the strategic variables and their manifestation in the physical laws of the LivingLogo. Together we brainstorm on questions like: How can we use the time dimension to tell our story? What external sources can we use as variables? What is going to make this brand world unique? How can the consumer interact with this world? My personal preference and suggestion lies with designing the logo at the end. In this way the brand is loaded with the maximum amount of strategic power to evoke the emotional & functional connection with the consumer’s brain. 20
  21. 21. < reboot the branding system first > An interesting trend picking up nowadays in the world of branding is the fading borders between the brand strategy agency, the design agency and the ad agencies. Strategy agencies are taking up design, whereas downstream agencies now do brand strategy too. My recommendation goes in the direction of sticking to what we do best and team up from the start to the finish line of the branding process. One brand, one team, multiple expertises. This approach eliminates most briefing moments. From my experience here the process can improve significantly. Currently, The quality of the brief often decides the success of the project. The last part of the reboot is the standardisation of the languages & models we use in this industry in building the brand strategy. Please, one industry, one language. In the SWOCC book of brand management models, written by Giep Franzen (2006), I found no less than 136 models (WTF)! The time, a lot of time, we spend translating from one model (one agency) to another (agency) is wasted time; and in the end almost all do/say/want the same. If we want to be more effective & efficient (read reduce cost) standardisation helps. So team up, start speaking the same language and create together worlds with which consumers can fall in love. 21
  22. 22. The BR-ND Kitchen can help us to team up. It’s a co-creation tool different from conventional strategy development, combining multiple sources of human intelligence. We learn and create together. We get better results faster. Based on the scientific findings of BR-ND’s 23plusone studies we push the creation of brand appeal to a whole new level. Igniting collective, conscious and subconscious co-creative intelligence to develop appealing brand recipes. Resulting in positioning principles that really touch the heart AND mind. The game setting of the BR-ND Kitchen builds on collective fun, learning and creation. Eliminating undesirable dynamics such as politics and rank, motivational downers and diminishing engagement. Cooking under pressure in one to three days is efficient, effective and fun at the same time: no fun no glory. Playing with science & creativity source: 22
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  24. 24. Birth 24
  25. 25. < In-depth > The birth of LivingLogos In line with everything that has been discussed so far in this edition of Brainwaves, brands are moving from a static to a more dynamic presence. My strong belief is that once a brand is given a LivingLogo, the brand has made the first step in becoming a living organism. In the figure above you can see the NOTE. Transforming brands into living spectrum of different types of logos. organisms does not mean per se that the end logo will have organic shapes, green The more we move to the right of the and animal like features or characters. spectrum, the more freedom to play Abstract identities can also act like living with the variables of a brand thus the organisms. Anything can be a living more dynamic the brand becomes. organism. Playing with variables link variables to the Dow Jones The fun part starts when we start indicator. We all know the Dow playing with the variables of a Jones is influenced by multiple brand. The technological revolution external sources like a company has made even more variables quarterly, news, house prices and available that we can use. We link even weather reports. You can variables to internal and/or external create a network of networks all sources and on their turn link these updating and influencing each sources to other sources. So if we other in order to create the optimal take a Stock exchange logo we can experience for the consumer. >> 25
  26. 26. billboard ractive chain inte upply IBM’s s Time perception Adding senses In our real world we are bound In the new brand environment we are to time, the way we perceive surrounded by sensory systems. A it, the way we count it. In our company that is already playing with these future brand worlds time can sensory systems is IBM. Personally I have be re-defined. There is a lot to to say that I did not expect IBM to have play around with in terms of come this far in being a dynamic brand. In time perception. The concept their animation ‘The Internet Of Things’ of a day, week, month or a year they beautifully show how the world is possibly not relevant for every changes together with their role in this brand. Are we going to use time to new world. For their ‘smarter planet’ add a storyline to a brand or is the campaign, IBM created an interactive brand a (real)time representation billboard. This billboard used a camera of what’s happening in our world. that adjusted its colours accordingly Manipulating time, using ‘super to the person standing in front of slow motion’ or ‘fast forward’ to it. This gives us an idea of what make the invisible visible. is possible with build-in sensory systems on devices. Think further “For our eyes it happening so slowly, but if time is compressed and you about the camera, microphone or shift perspective to the plants point of the three-axis gyroscope on the view, their world comes spectacular iPhone (which in combination alive!” with the accelerometer provides Fragment from BBC’s life series, 6-axis motion sensing). The episode 9 ‘Plants’ mobile ‘SixthSense’ like devices can provide brands with all the senses they want to use. Imagine integrating those senses in the DNA of LivingLogos. Then LivingLogos could see, listen and much more. That’s a slap to 26
  27. 27. < the birth of LivingLogos > the current communication brand- enter ‘a state of consciousness’. people! People who are in a flow experience a feeling of energized focus, full Building a personal connection involvement, and success in the Adding smart software such as face process of the activity. To achieve recognition (I will avoid going into this you must find the right balance the whole privacy discussion), to between someone’s abilities and the senses, we will give LivingLogos challenges you present to that personalized memory. capable to person. For instance, games use revolutionize the level of emotional a ‘play mode’ that allows you to connection with the brand. If you choose what you are in the world ask people why they love a certain of the game: novice, normal, brand a common answer is that hardcore. This makes the game the brand was there in certain more accessible to a wider group memorable moments of their lives. of individuals. LivingLogos are also The LivingLogos can recognize capable to personalize this balance and remember those moments. In by integrating some simple gaming this way, not only the relationship principles. with the individuals goes deeper, but for instance the distribution Another interesting part of the strategy will make great use from ‘Flow’ state of mind is that it this special information. activates the same area of the human brain as emotions. So there Play with the brand is a reason to believe (and to do The future (mobile) devices, like more some research in order to ‘SixthSense’, lets us use natural see if) that the ‘flow’ concept can hand gestures to interact with help to create a deeper emotional digital interfaces. With simple hand connection with the consumer. >> gestures we can change/move objects or communicate simple tasks. The gaming industry is already far in integrating this technology into the digital worlds. Although the Wii console was the first to bring this to the masses other consoles are exploring and perfecting it. Who hasn’t yet thrown a virtual strike on the Wii? Imagine using this gaming technology in the Living Logos to get the consumer in a certain ‘Flow’. The Flow theory states that people can 27
  28. 28. one dot zero A nice example is the identity of the “adventures in motion” event. Wieden+Kennedy was commissioned to create a visual identity and interactive installation by onedotzero. Together with Karsten Schmidt, UK based computational designer, they created a Processing application that collects conversations around onedotzero from the web (Twitter, Flickr, Vimeo, Facebook and blogs) and that generates the onedotzero identity. The software was used to generate print shots and the team is considering to make it available for download and even open-source it. Code+art The ‘dynamic designers’ of LivingLogo won’t be doing a lot of drawing. Yes there will still be sketches to visualize a concept. But the real magic starts with programming. It is here where all the dimensions come together and make to LivingLogo capable to move and interact with world. 28
  29. 29. < the birth of LivingLogos > Influence the evolution of a brand By interacting with the brand, individuals can influence its evolution. The brand worlds of LivingLogos will always exist ‘online’ and will be continuously influenced by individuals all around the world. This gives the consumer the feeling of ownership over the brand and creates an instant relationship with the brand. Consumers are becoming increasingly more social and want to know ‘what’s up’ with their friends and, why not, with their brands. A successful case where the world is continuously influenced by the participants is the game ‘Spore’. The developers prepared a world that uses artificial intelligence (AI), great programming and human intervention to let us bring up creatures which grow & evolve freely. A nice detail in this game is that if your creature mates with another creature, made by an individual on the other side of the world, a totally new species emerges; that’s what I call evolution! Now imagine the interaction between two brands in such a context, imagine the level of influence, mating and/ or adaption. LivingLogos can create a leap in the evolution of a brand. Embed the LivingLogo If you look at the logo at a functional level then the logo is nothing more than an image that we stick on things. For this reason designers deliver a JPEG (or another format) so we are capable to start sticking it around. In the future the ‘dynamic designer’ will deliver a code. To place a LivingLogo we will have to take this code, like we already do with movies on the web, and then embed it wherever we want. Depending on the surface, the embedded LivingLogo will come alive and activate its sensory system and start its interaction capabilities. The brilliant advantage of this approach is that if we decide to make changes in the visual identity, the changes will come into action instantly all over the world. 29
  30. 30. < challenge > Bring it alive To illustrate the steps in creating a LivingLogo I designed my logo with the big ambition to make it the first true LivingLogo. My skills are limited and the first LivingLogo shouldn’t be created by one person. I invite you to collaborate to bring the logo closer to life! It is developed in such way that we can easily start playing with the variables. As its shape and texture shows, a LivingLogo can be abstract. This is an open-source logo, and it will always have the BETA status. First, a short introduction about ‘10n” To understand and create the world of tomorrow we need to identify the existing conventions and explore the impact that the new forces will have on our lives. A big shifting force lies in the progressive digitalisation of our world. ‘10n’ explores what our lives will be when everything will be made of ones & zeros. < the evolution of the logo > World Dimensions On/off Boundaries Connections World of networks or ‘the egg’ Width/height 8 anchors (a) or ‘the base’ 20 lines Surfaces (sf) & innner anchors (ia) 30
  31. 31. < challenge > To join me in my journey, you need to understand the evolution of the ‘10n’ logo as far as it is right now: Our world (1) is built on dimensions (2). Nowadays these dimensions have both on & offline character: (3) we set boundaries where nonetheless (4) everything and everyone is inter-connected which creates (5) a web of networks. By covering it up or giving it a skin (6) we arrived at the current life phase of the ‘10n’ logo (7). There are still The virables (v) three big challenges to solve before we can speak of a real LivingLogo. So come and help me reach that level. You’re are welcome to play around with the ‘10n’ logo! Challenge 1 Having the logo in code makes it possible to change whichever variable whenever we want, and it enables us to embed the Logo wherever we want. Challenge 2 By adding the time dimension into the mix we kick off the animation challenge. What if the (a) side length changes over time? The constant (c) To keep the LivingLogo recognisable we keep the width&height ratio Challenge 3 at 6/9 and the colour scheme The moment of truth: to make with gradient angle 38 (for now!) it really come to life we now can start connecting the variables to 70% 30% external sources. C =70% C =85% M = 15% M = 50% Y = 0% Y = 0% Join the challenge: K = 0% K = 0% Challenge Challenge Challenge 1 2 3 Skin 10n Program Animate LivingLogo colour Logo 31
  32. 32. ‘Logorama’ does not represent my vision on LivingLogos but still this is an amazing inspiring short film. Directed by the French animation collective H5, François Alaux, Hervé de Crécy + Ludovic Houplain. It was presented at the Cannes Film Festival 2009, opened the 2010 Sundance Film Festival and won a 2010 academy award under the category of animated short. And on the web part two is already spreading around! LOGORAMA source: 32
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  34. 34. < force quit conventions > Re-assesing the function of brand carriers With the rapid changes in the environment of brands comes the need to go back to the basics and re-assess the building blocks of brands. Why do we do the things we do? Did we just get used to do things as we do them or is this really the best way? My goal is to rethink reality and start identifying the brand conventions. We can start by rethinking how specific place in the (digital) brand to use brand carriers, such as world. Japanese based agency packaging and billboards. Up until ‘SET’ is already creating stunning now the brand carriers were used to designs with integrated QR-codes. explain & build the brand. Now more and more consumers do their own research on products. How many times a day do we hear people say: ‘I will Google it”. Whereas before car salesman were needed for advice, now the customer comes in with a printout of the specs of the car he wants. The need (or obligation) to communicate functional elements of a product/ brand is fading away. That gives brands room for more emotional oriented campaigns. In the world of ‘LivingLogos’, brand carriers will redirect consumer to the brand world. With new technologies For the cover in their May issue, Dutch (like QR-codes, augmented reality design magazine BRIGHT commissioned and layers) it is possible to use SET to produce this special desiger QR code the brand carriers as a ticket to a (if you have a Smartphone try it!). 34
  35. 35. < force quit conventions > The main brand world is of course The pojnt that I wish to make is accessible to all of us, but through that the LivingLogos open a new the brand carriers consumers can era in brand activation:,instead of be given ‘exclusive” access to a trying to control the environment specific place in the brand world. around the brand, the customer Like a place where they download is redirected to the controlled a song or get a discount. For environment of the brand. For example the consumer buys a instance the packaging becomes pack of wellness gum, they scan more than a physical support for a the pack with their phone and message, it gives actual exclusive are directly taken into the brand access to parts of the digital brand environment, where the brand world. A secondary benefit is that explains what wellness is about designers can start removing all and gives them a coupon to a spa. the currently compulsory info that ‘must’ be on the brand carrier Augmented reality is another way because it will be available inside to go. Here it is not a matter of but the brand’s world. So no more it adds an extra layer on top of the ads that explain what the product real world. By using a computer does, just clean and appealing or Smartphone the brand carrier ads striving to get you wanting becomes the platform on which to know more about a second world is opened up. a brand. One of the best examples is how GO box LEGO used augmented reality d reality LE Augmente to show the content of the box. It amazing to see how kids AND grown- ups carefully checking every box on the shelf. 35 Photo by Flickr antjeverena
  36. 36. < from the on world > Nature V by cmd Numbers The idea that there is coding behind living organism isn’t that new. The beautiful short animation ‘Nature By Numbers’ by Cristóbal Vila, shows beautiful examples of how mathematical relationships such as the Fibonacci sequence, golden ratio, the Delaunay triangulation can be found in the natural world. the Delaunay triangulation in the wing of a dragon fly 36
  37. 37. < from the on world > 0 1 1 2 3 5 8 13 21 34 55 89 144 233 377 610 987 1597 2584 Nautilis spiral versus the Golden spiral 37
  38. 38. < from the off world > A picture explained Redefine time display Nooka is the brainchild of artist timepiece. The limited edition piece and designer, Matthew Waldman. is a twist on the time manipulation In 1997, Matthew had a flash-back device worn by Gommi in the to a first grade math class while ‘Future-Shock’ comic/manga, staring at a large wall clock in a written by Zak Hoke. It features London hotel and was struck by the popular Nooka zub zot face how few options there were for in blue, with the original ‘Gommi time display. He then sketched Marvel’ iconic artwork printed on his ideas for potential designs on a white polyurethane band. For the a napkin and brought them back first time ever, the limited edition to New York. After working on the piece comes in an original blister designs, he submitted them to his packaging so you can display your legal team, and indeed, they were watch next to your other vinyl toys. unique enough to patent! The linear and graphic representation of time with Nooka timepieces presents a more intuitive way to view time. The visual mass increases as time passes, giving weight to an ephemeral and abstract concept - creating a universal visual language. Nooka has come together with New York based Japanese anime-inspired lifestyle brand, Limited to 800 pieces world wide. GOMMI ARCADE, to create the limited edition ‘Future-Shock’ zub P.S. I’m the proud owner of number 359/800! 38
  39. 39. < from the off world > Powered by Playing with dimensions Understanding Comics: The Moore, Neil Gaiman and Garry Invisible Art is a 215-page non- Trudeau (who reviewed the book fiction comic book, written and in the New York Times), and was drawn by Scott McCloud and called “one of the most insightful originally published in 1993. It books about designing graphic explores the definition of comics, user interfaces ever written” by the historical development of Apple Macintosh co-creator the medium, its fundamental Andy Hertzfeld. Although the vocabulary, and various ways book has prompted debate over in which these elements many of McCloud’s conclusions, have been used. It discusses its discussions of “iconic” art theoretical work on comics (or and the concept of “closure” sequential art) as an artform and between panels have become a communications medium. It common reference points in also uses the comic medium discussions of the medium. for non-storytelling purposes. Cleverly disguised as an easy-to- read comic book, Scott McCloud’s Understanding Comics received simple looking to deconstruct praise from notable comic and the secret language of comics graphic novel authors such as while casually revealing secrets of Art Spiegelman, Will Eisner, Alan Time, Space, Art and the Cosmos. Filtered from WikipediA 39
  40. 40. < food for thought > food for thought What philosopher Bas Haring always says is: I like to leave you with more questions then Real people, real brands: Besides the answers. ‘Like’ button, the success of Facebook weights the decision to make a network of real people. Before that, all the social network What websites worked with avatars or is it that you pseudonyms. Should we take sell? Or better the same approach to brand said, what do you (platform) building buy? The brand or (platforms)? the product? How to tackle the whole privacy issue if we are going to use sensory of What will be more our mobile devices? important: The brand world or the (living)logo? The answer to this question will influence the way we play the brand portfolio game. I believe (living)logos (read brands) are becoming more and more an endorser of a brand world/experience. In the same line of thinking, the brand will take on the role of a hostess, guide or (pr) front Luckily there man of a certain brand are more people who world. believe that brands will take on the living organism behavior. One of the reasons why we aren’t there yet is because the brand manager & owners will have to let go to their brand (management) manuals, to the vocabulary and the networks they’ve built over a lifetime. The opportunities of seeding are amazing - we are dealing with a never-before-seen brand environments and innovation. We have no books on ‘How to’ yet. Learning by doing is our transition. There are enough agencies dying for the opportunity to start creating the first real living brand, the only problem is they’ll need a ‘go’, the first ‘go, from the brand managers. They are the ones who need to have the balls (& faith) to say: “yes, this way forward!” 40
  41. 41. < links & references > For more information about subject contact the author: Joost Galjart If you interested in more visit ‘10n’: Or follow ‘10n’ on twitter @TheWorldIsOn Links ‘SixthSense’ technology by MIT Media Lab: Fragment from BBC’s life series, episode 9 ‘Plants’: IBM The Internet Of Things: IBM’s supply chain interactive billboard: BR-ND’s 23plusone research on brand appeal: brand-appeal/ An introduction of the game ‘Spore” by its creator Will Wright on TED: make_worlds.html The “adventures in motion” event from onedotzero case on creativeapplications: london-processing-events/ For the cover of their May issue, Dutch design magazine BRIGHT commissioned SET to produce this special designer QR code: codes-is-bright-thanks-to-set/?lang=en The images in Nature by numbers website: this paper were freely picked from html/nbyn_htm/about_index.htm the Internet. I used them to visualize and/ Nature by numbers animation: or back-up the content h t t p : / / t h e wo rl d i s o n . bl o g s p o t . but if I happen to violate com/2010/03/beauty-of-nature- any copyrights, please do by-numbers.html not hesitate to contact me and I will remove the picture. 41
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  43. 43. A Drifting Up This is an audio-reactive algorithmic visual art piece that uses the concept of charged particles and flocking to simulate a organism that is alive and composed of micro- organisms. The movement is rather pleasing thus I decided to exhibit the algorithm in a rather catchy video art fashion. It’s an audio reactive Processing application simulating a live organism by Reza Ali source: 43
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