Azomethine (C=N) and azo (N=N) scaffolds are a part of structural units in poly(p‐phenylene azomethine) (PAM) and poly(p‐phenylene azo) (PAZ), respectively. Poly(p‐phenylene vinylene) (PPV) is known to be one of luminescent π‐conjugated polymers, meanwhile PAM and PAZ, which are the aza‐substituted PPV analogues, are regarded as weak or no emissive materials. However, by the boron complexation, intense emission can be induced. Furthermore, environment‐sensitivity and stimuli‐responsivity were also observed. In this review, we demonstrate unique and versatile luminescent properties based on “flexible and bendable” π‐conjugated systems composed of the boron‐fused azomethine and azobenzene complexes (BAm and BAz) with the O,N,O‐type tridentate ligands. The “flexible and bendable” luminophores showed intriguing optical behaviors, such as thermosalient effect, aggregation‐induced emission (AIE) and crystallized‐induced emission (CIE). Moreover, highly efficient emissions both in solution and film states were observed from the polymers. We illustrate the results and mechanisms on these luminescent properties from the series of our recent studies with BAm and BAz complexes and polymers.