As a marker of my career in the Graphic Communications Management (GCM) program at Ryerson University, my capstone project revolved around the exploration of dynamic branding. Inspired by my academic, internship, and personal experiences, I wrote a thesis paper about a concept that I found intriguing and that, I think, deserves more attention. The following passage has been extracted from the Abstract portion of the paper:
Branding, broadly defined as the promotion of a company via an identifiable design, plays a vital role in marketing. The world, however, is fast-moving. Although brands must ensure consistency in the communication of brand values and priorities, they are no longer simply defined by a single set of typefaces and colours. In Irene van Nes’ book Dynamic Identities: How to Create a Living Brand (2012), she explains that the Internet, social media and technological revolutions have allowed brands to behave like “living organisms.” As a result, van Nes encourages brands to constantly adapt to their environment(s) in order to survive in the modern marketplace. In other words, consumer behaviours, preferences and values have changed, and the ways in which brands interact with their customers has diversified. Most interactions today take place online, which gives brands the opportunity to adopt a variable brand identity and to create an emotional connection with diverse populations of consumers. This form of visual identity reflects the company’s existing values but its organic nature allows it to evolve and adapt to changing social environments. This paper explores the history of visual branding identities, defines the concept of dynamic branding in contrast to static branding, and analyzes the viability of adopting dynamism. The information provided assists readers in understanding how dynamic branding can help brands effectively engage with today’s consumers. Ultimately, as the world changes so should design.
Feel free to have a read through my thesis below!
A visual presentation of the information presented in the paper was also created for the purpose of display at GCM's annual Colloquium event. The 11" x 17" infographic concisely showcases key analyses and observations.
