Logos today are no longer limited to a singular or static form. Dynamic logos use multiple and repetitive forms to represent particular aspects of their personality and positioning. This sometimes means that it will change with each viewing or a singular mark impregnated with different imagery.

The theory is that customers are no longer likely to engage with a brand in a traditional high street retail experience. Broadcast media and print has been superseded by digital applications like email signatures, social media avatars and app icons. And because of our rapidly changing digital landscape logos can embody movement or change as an intrinsic value.

So what is the future of the logo? The changing face of today’s marketing landscape certainly doesn’t mean the end of the logo as we know it. However, the truth is that logos can no longer be expected to stand the test of time. The pace of change grows with every passing year.

Will the brand identities of the future need to be fluid and not fixed?

Today, many forward looking brands live by overarching principles based on consistency while allowing for maximum flexibility. Does this mean that in the long run we will have to relinquish some control of the brand in order to be more agile? Who knows?


Founded in 1985 by MIT (Massachusetts Institute of Technology) is one of the world’s most renowned research and development centres. Consisting of 25 research groups on more than 350 projects ranging from digital approaches for treating neurological disorders to a stackable car for sustainable cities and advanced imaging technologies that can see round corners.