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

A logo is worth more than a thousand words. But how much are thousands of logos worth? Contemporary visual communication toolkit companies and brands becoming technology-driven extended by Dynamic Visual Identity (DVI) systems. Algorithmic, data-based, interactive DVIs promise unprecedented opportunities to pose new challenges for designers marketers. This paper explores the characteristics generative type digital dynamic identities with aim stimulating interdisciplinary discourse scientific examination at this frontier marketing design. The current study applied qualitative inquiry curated sample contemporary systems designed after 2013. By using content analysis designcommunication (DIS:CO) approach authors identified three dimensions that suitable examination, development DVI cases regardless industry, technology media used. Explanations illustrated award-winning world-renowned agencies such as Pentagram, Saffron, Lava.