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Branding in Motion
By: Kaitlin T. Gallucci
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Visual branding with a logo that has virtually innumerable (animated and static) variations…confusing or engaging? Inconsistent or revolutionary? According to some, it is “the future of logo design.”

Imaginary Forces recently created a new visual branding for the Science Channel. An “amoebic black symbol," the logo has the ability to morph into various shapes and is “designed to take on different looks and be many things to represent the Science Channel's broader scope of programming genres.” We also saw this recently with Ferroconcrete’s rebrand for TBS, upgrading the static “smile” logo to a “malleable character.”

Well, Imaginary Forces is calling this “the future of logo design.” According to Ronnie Koff, a Director and Art Director at Imaginary Forces who was creative lead on the Science Channel project, “We're not coming from a print foundation anymore…Now that technology has reached the point where everything is some moving form of media, logos are going to be designed for that kind of media first. There's no reason to make a logo static anymore.”

Wolff Olins Creative Director Jordan Crane said something similar regarding the recent AOL rebrand Wolff Olins orchestrated: “Maybe in the future all logos will be in motion."

What do you think? Could this be the future of corporate branding?

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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