FUNNY FEELING

Identities that never stay the same. Always changing and adapting. I'm attracted to identity systems that shift form in different applications. How much can you change the appearance of an identity without losing its core values? What are the pros and cons and when does it not work? In the example above, tomato redesigned the identity of TV Asahi to be a system of shifting polygonal shapes that change shape, positioning and color. It hints of multimedia and diversity, perhaps TV Asahi's way of shaking off their image of old broadcasting media.



Another example of a "flexible" identity system is designed by Mevis en Van Deursen for the city of Rotterdam. In a lecture given at the Walker Art Center, Armand Mevis stated that their intention was to create a toolbox for other designers to create the identity, not a final logo.

In the past, identities were designed to be classic and a method for institutions to say "yes, we've made it and we have a fancy logo to prove it." With identities that change form, it seems the public are ready for more conceptual ways of branding.
Other notable "shape-shifting" logos include VH1 and Nickelodeon. If anyone knows of others, please let me know.