It’s fair to say we now live in a very digital age. Most aspects of our lives these days are digital and the last few years has seen a shift toward digital execution of brand identity design.
There have been a number of significant brand identity updates and refreshes over the last year or so that highlight how brands are now embracing new channels and creating identities applicable to digital platforms. For example, Channel 4’s unique animated logo applications and Google’s comprehensive brand eco system. These are two among a wide range of refreshes that have brought to light the scale of the shift to a digital age of design.
The update which could be considered the most significant and created the most impact was of course Google. Not only did they update their ‘logo’ for easier use and better legibility across a variety of digital channels. They also devised a whole new brand ecosystem that communicates a multitude of messages across numerous touchpoints in a very simple and beautifully executed way.
Since Google we have seen a number of highly successful and arguably unsuccessful attempts to create digitally comprehensive brands. The latest of which was a very bold new look for dance music icon Ministry of Sound. While I’ll keep my personal views to myself until we see how it is brought to life through communication, it has been interesting to observe how identity design has had a significant shift in this new era and is being used to transform iconic brands.
The move to more simplistic logo design is the most prominent aspect, with a number of business from Instagram, The Premier League and business to business brands such DPD for example choosing a flatter and more simplified execution of their logotype and icons. These brands are then brought to life by the colours they have used and supporting visual language.