Every so often a new identity comes along which claims to be a radical departure from everything that has come before. Whilst it’s no doubt that PR spin has a lot to do with the claims made at the launch of such projects, as the world gets increasingly digital and identities have to work across so many more different platforms, is the logo as we know it being re-imagined?
This week, crowdfunding site Indiegogo unveiled its new identity. Indiegogo, and its largest rival Kickstarter, operate in a category that didn’t even exist a few years ago, disrupting the old ways in which projects go out into the world to raise money for themselves. The internet has made us more connected globally than ever before and that means the job has got easier when it comes to finding contributors to get your latest invention produced, film project made or charity initiative funded.
Born out of a disruptive spirit and operating in a digital rather than analogue world, it makes sense then that firms such as this might take an alternative approach when it comes to examining their identities.
The new Indiegogo identity has been designed by Push Offices in Los Angeles. Managing Partner Eric Boisvert was quoted in Design Week saying: ‘The new Indiegogo logo and identity system are fluid, evolving and dynamic. And this is a radical departure from both traditional identity systems and fixed logos of dominant global brands.’
The new identity relies strongly on photography, with the logo framing imagery drawn from Indiegogo’s thousands of projects. Images change each time a user loads the website and case studies feature across each employee’s business cards.
There have been other examples of adaptable and dynamic identities over the years but with marketing and branding teams dealing with so many factors to keep a brand on its toes, how realistic is it that a dynamic identity can remain as dynamic and nimble beyond the first flush of its youth?
Ultimately, it requires an equally dynamic team to understand the importance of a strong identity as part of keeping a brand fresh and relevant for both internal and external audiences. Because without that, what was once dynamic can quickly become idle.
What are your views on dynamic and adaptable identities? Innovative or overhyped? We’d love to hear your views in the comments below.