Like a chameleon: the polychromatic virtue of dynamic brands

Abstract

PurposeThe main objective for this paper was to identify the chromatic approaches in dynamic brand identities, describing and analysing new trends, patterns or shared strategies which seem to be taking place, renunciating the consistent use of corporate colours in some brands. Design/methodology/approach The research consisted of a qualitative visual content analysis, based on the comparison and scrutiny of 50 dynamic visual identities, verifying the changes that their colours would undergo in their numerous forms of representation and the symbolic associations these would carry. This analysis was performed using three different studies. FindingsThe results show that colour in dynamic brands does not follow any consistent pattern regarding its application and none of the most common colour harmonies seem to be an obvious strategic preference. Practical implicationsThis research provides insights for 1) brand managers to look at how this dynamic positioning can be successfully implemented without affecting recognition whilst establishing or maintaining customer loyalty, and 2) brand for designers and marketers to clarify how brand guidelines will explain the usage of such colourful approaches. Originality/value This paper is a contribution to the knowledge of how a traditional visual element such as colour is being combined, deconstructed and reassembled in the context of modern visual identities. Three patterns are identified, and two of them draw attention to the apparent unnecessity of colour consistency and the way this may affect the relevance of colour in transmitting certain meanings.

A Comprehensive Review on Time-honoured Chinese Medicine Brands of Visual Identity

“…Knowing the meaning behind each colour is very important for brand design. In brand design, various forms such as single colour, analogous colour, complementary colour, three-colour, four-colour, and multi-colour appear (Lelis, 2019). Brands that have a particular colour in the minds of consumers are often better able to achieve awareness within their category.…”

Digital dynamic visual identities : Prospects at the frontiers of marketing and design

“…A momentous characteristic of DVIs is the fact that they can adapt to new conditions since the metamorphosis has been coded into their operation. They are not only modifiable but could also be called live, or in other words, active (Felsing, 2009;Van Nes, 2012;Lelis, 2019).…”

“…The latest publications on the subject (Lelis, 2019;Parente et al, 2019) examine the mechanisms utilised in DVIs and explore their visual attributes. Another branch of study investigates the operation of DVIs and the technological aspect of their creation (Martins et al, 2018;Parente et al, 2018;Rebelo et al, 2018;Pereira et al, 2019).…”

Typography: the constant vector of dynamic logos

“…EDP, AOL, Brooklyn Museum). This means, though, that Wallpaper logos are dynamic on visual identity elements other than type, such as colour (Lelis, 2019).…”