DYNAMIC IDENTITY DESIGN: ITS IMPACT ON BRANDING
DOI:
https://doi.org/10.18623/rvd.v23.7967Keywords:
Branding, Branding Process, Corporate Identity, Dynamic Identity DesignAbstract
The dynamic relationship between technology, communication, and consumption has transformed contemporary brand identity design, encouraging the adoption of dynamic identity systems. This study examines the impact of dynamic identity design on branding and aims to contribute a theoretical framework for understanding its role in contemporary visual communication. It examines corporate identity, dynamic identity, and branding concepts. A qualitative literature review and analytical case study approach are employed to examine and classify selected national and international examples according to established graphic design principles. The findings indicate that dynamic identity systems can strengthen brand perception by maintaining visual consistency while enabling controlled variation across different communication contexts. The study further proposes considering colour as an independent variable within dynamic identity classification models, contributing to a more comprehensive understanding of how variation mechanisms can support brand recognition, differentiation, and continuity.
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