Dynamic Visual Identities

from a survey of the state-of-the-art to a model of features and mechanisms


  • Tiago Martins
  • João M Cunha
  • João Bicker
  • Penousal Machado




Marketing, Corporate Identity, Design, Logos, Imagery, Brand Image, Graphic Arts, Rio Grande do Sul Brazil


Recent years were marked by a growing demand for dynamic visual identities, observed not only in their increasing numbers but also in the research conducted in the field. In this work, the authors survey the current state-of-the-art, addressing the origins and history of this type of visual identity, as well as the different approaches to analyse and classify them. Current approaches lack objectivity, which is necessary for comparing different dynamic visual identities. The authors propose a novel model for the analysis of dynamic visual identities, based on the difference between variation mechanisms used to attain dynamism and features achieved. In order to assess and evaluate the model, it was applied to a set of dynamic visual identities and the results are discussed. Overall, the model allows an easy comparison between dynamic visual identities and the creation of objective categories. In addition, it is oriented towards the development of new visual identity systems and may serve as a supporting framework for designers to address specific necessities of the client, such as giving an active role to its public and fostering proximity to the brand.






Journal Article