In the current era where the digital wave sweeps across the globe, brand communication is no longer confined to static print carriers, and consumers' demands for brand experiences are becoming increasingly diversified. Once upon a time, static logos, fixed color schemes, and unified font styles constituted the core content of Brand Visual Identity (VI), serving as crucial symbols for consumers to remember brands. Nowadays, however, dynamic VI design, with its unique expressiveness and interactivity, is breaking the limitations of traditional static VI, infusing brands with brand-new vitality and emerging as a key force for brands to stand out in the new media age.
To understand dynamic VI design, it is first necessary to review the definition of traditional static VI design. Traditional VI design systematically and standardizedly presents a brand's core philosophy and value proposition through fixed visual elements (such as logos, colors, fonts, layouts, etc.), forming a complete visual identity system. Its purpose is to enable consumers to quickly identify and remember the brand in different scenarios.
Dynamic VI design, on the other hand, is based on traditional static VI design. It integrates the time dimension and movement rules, and uses technical means such as animation and interaction to make the originally static visual elements "move", forming a visual language with continuity, rhythm, and interactivity. It is not a negation of traditional static VI, but an extension and innovation of the visual presentation form while retaining the brand's core identity elements.
The core of dynamic VI design lies in the balance between "dynamics" and "identity". On one hand, it attracts consumers' attention through dynamic effects such as movement and change, enhancing the brand's expressiveness. On the other hand, it always centers on the brand's core identity elements, ensuring that consumers can still clearly identify the brand in dynamic scenarios without confusing brand cognition due to the addition of dynamic effects. For example, Apple's dynamic logo, whether in product startup screens or advertising promotions, maintains consistency in shape and color with the static logo. Only through dynamic effects like rotation and gradient does the logo become more vibrant.
Dynamic VI design comes in a variety of forms, and different forms can bring different visual experiences to brands. According to the differences in visual elements, dynamic VI design can be mainly divided into the following common forms:
The logo is the most core visual symbol of a brand, and the animated logo is one of the most representative forms of dynamic VI design. By dynamically processing elements such as the logo's shape, color, and structure, it enables the logo to present rich changing effects in different scenarios, thereby enhancing the brand's memory points and attractiveness.
Animated logos have various design forms, with the following common ones:
-
Shape-changing Animation: This form mainly achieves dynamic effects by changing the shape of the logo. For instance, the logo can gradually combine from simple graphics into a complete logo shape, or adjust the proportion and angle of the logo according to needs in different scenarios. For example, in some promotional animations of Coca-Cola, the logo will gradually converge into its shape through the form of water flow, which not only reflects the brand's connection with "water" but also makes the logo more dynamic.
-
Color Gradient Animation: Color is one of the important elements in brand visual identity. Color gradient animation achieves dynamic effects by changing the color of the logo. This form allows the logo to present different color atmospheres in different scenarios while maintaining the core recognition of the brand's color. For example, Google's logo often adjusts the color gradient according to different festivals and events. On the premise of keeping the basic shape of the logo unchanged, it conveys different emotions and themes through color changes.
-
Dynamic Interactive Animation: This form combines the logo with interactive technology, allowing consumers to interact with the logo through operations (such as clicking, sliding, etc.), thereby enhancing the interactivity between the brand and consumers. For example, when consumers move the mouse pointer to the logo on the homepage of some brands' official websites, the logo will present dynamic effects such as rotation and scaling, providing consumers with a more interesting experience while browsing the web.
Color plays an important role in conveying emotions in brand visual identity, and different colors can bring different emotional experiences to consumers. Dynamic color changes realize dynamic effects by dynamically adjusting the brand's colors, enabling the colors to present rich changing effects in different scenarios, thus better conveying the brand's emotions and atmosphere.
The design of dynamic color changes needs to follow the core recognition principle of the brand's color. That is, on the premise of keeping the brand's main color unchanged, dynamic effects are achieved through subtle changes in the brightness, saturation, and hue of the color, or by adding dynamic matching of auxiliary colors based on the main color. For example, Starbucks' main brand color is green. In some winter promotional activities, Starbucks will appropriately reduce the brightness of green, add some warm auxiliary colors (such as orange and yellow), and create a warm and comfortable winter atmosphere through dynamic gradient effects. In summer promotional activities, it will increase the saturation of green, add some cool auxiliary colors (such as blue and white), and convey a fresh and cool summer feeling through dynamic color changes.
In addition, dynamic color changes can also be adjusted according to different media platforms and communication scenarios. For example, on social media platforms, since users browse at a relatively fast speed, the rhythm of dynamic color changes can be appropriately accelerated to quickly attract users' attention. In the display of brand offline stores, the rhythm of dynamic color changes can be appropriately slowed down to create a comfortable and long-lasting brand atmosphere.
Font is an important carrier for conveying information in brand visual identity. Dynamic font design achieves dynamic effects by dynamically processing the shape, size, and arrangement of the brand's font, enabling the text to present rich changing effects in different scenarios, thus enhancing the text expression of the brand.
The common forms of dynamic font design are as follows:
-
Dynamic Font Arrangement: This form mainly achieves dynamic effects by changing the arrangement of text. For example, text can be gradually arranged from left to right or top to bottom, or the spacing and line spacing of text can be adjusted according to needs in different scenarios. For example, the advertising copy of some brands will make the copy content more rhythmic and readable through dynamic text arrangement, attracting consumers' attention.
-
Font Shape Change: This form achieves dynamic effects by changing the shape of the font. For example, the font can gradually transform from a regular shape to a special shape (such as handwritten font, artistic font, etc.), or adjust the thickness and inclination of the font according to needs in different scenarios. For example, Disney's brand font often changes its shape according to different animated movies. On the premise of keeping the brand font style unchanged, it conveys the theme and style of different movies through changes in font shape.
-
Dynamic Font Effects: This form enhances the visual impact of the font by adding dynamic effects (such as light and shadow effects, flicker effects, three-dimensional effects, etc.) to the font. For example, the promotional copy of some technology brands will add dynamic light and shadow flicker effects to the font to create a brand atmosphere of technology and a sense of the future. The promotional copy of some luxury brands will add three-dimensional light and shadow dynamic effects to the font to highlight the high-end and luxurious temperament of the brand.
Layout design is an important means of organizing information and presenting content in brand visual identity. Dynamic layout design achieves dynamic effects by dynamically typesetting elements such as text, pictures, and graphics in the layout, enabling the information to present clearer and more organized dynamic effects in different scenarios, thus optimizing the information presentation of the brand.
The core of dynamic layout design is the "orderly transmission of information". It needs to reasonably arrange the dynamic arrangement order and rhythm of elements according to the importance and priority of information and consumers' reading habits. For example, in the homepage Banner of the brand's official website, dynamic layout design can first present the brand's core promotional slogans, then present product pictures, event information, and other contents in sequence. Through the dynamic typesetting order, it guides consumers' reading sight, allowing consumers to quickly obtain the brand's core information. In the brand's product introduction page, dynamic layout design can introduce the product's characteristics, functions, and usage methods in detail through dynamic effects such as picture rotation and gradual text display, allowing consumers to have a more comprehensive understanding of the product.
In addition, dynamic layout design can also be adaptively adjusted according to different media platforms and device screen sizes. For example, on mobile devices such as mobile phones, due to the small screen size, dynamic layout design needs to simplify the information content and optimize the arrangement of elements to ensure that consumers can clearly obtain information on the small screen. On large-screen devices such as computers, the information content can be enriched, and the types and effects of dynamic elements can be increased to bring consumers a more abundant visual experience.
In the new media age, consumers' attention has become the most scarce resource. Relying on its unique advantages, dynamic VI design can help brands better attract consumers' attention, improve the brand's communication effect and market competitiveness. Specifically, the advantages of dynamic VI design are mainly reflected in the following aspects:
Traditional static VI design often gives people a serious and rigid feeling, which is difficult to arouse emotional resonance with consumers. Dynamic VI design, through rich dynamic effects, can make brand visual elements more interesting and approachable, thereby narrowing the distance between the brand and consumers and strengthening the emotional resonance with consumers.
For example, in McDonald's dynamic VI design, the "M" logo often appears in various interesting dynamic forms. For instance, in the promotional animation of children's meals, the "M" logo will turn into a cute cartoon image to interact with children. In some festival promotional activities, the "M" logo will wear festive "clothes" (such as Christmas hats, New Year scarves, etc.) to present a cheerful and festive atmosphere. These interesting dynamic effects can not only attract consumers' attention but also make consumers feel the brand's approachability and interest, thus developing a favorable impression of the brand.
In addition, dynamic VI design can also convey the brand's emotional value through dynamic effects. For example, the dynamic VI design of public welfare brands can convey emotions such as warmth and care through soft dynamic colors and slow dynamic rhythms, triggering consumers' emotional resonance, thereby increasing consumers' attention and participation in public welfare undertakings.
In the new media age, consumers are no longer passive recipients of brand communication, but hope to participate in the process of brand communication. By combining with interactive technology, dynamic VI design can provide consumers with more interaction opportunities, enhance the interactivity between the brand and consumers, and improve consumers' sense of participation.
For example, some brands will develop interactive mini-games based on dynamic VI design. Consumers can complete game tasks by operating the dynamic VI elements in the game (such as animated logos, dynamic colors, etc.) and obtain rewards such as brand coupons and gifts. This kind of interactive mini-game can not only allow consumers to deepen their understanding and memory of the brand in the process of entertainment but also improve consumers' participation and loyalty to the brand.
Another example is that the social media accounts of some brands will launch interactive activities based on dynamic VI design. For example, consumers are asked to create their own works according to the dynamic color change rules of the brand and share them on social media platforms. The brand will display and reward excellent works. This kind of interactive activity can fully mobilize consumers' enthusiasm and creativity, making consumers "participants" and "communicators" of brand communication, thereby expanding the brand's communication scope and influence.
With the continuous development of new media technology, the channels and forms of brand communication have become increasingly diversified, such as social media, short video platforms, and live streaming platforms. These new media platforms have the characteristics of fast communication speed, wide coverage, and strong interactivity, which put forward higher requirements for brand visual design. With its unique dynamic effects and expressiveness, dynamic VI design can better adapt to the needs of new media communication and improve the brand's communication effect.
First of all, dynamic VI design has stronger attractiveness on social media platforms. On social media platforms, users browse at a relatively fast speed. Static pictures and texts are often difficult to attract users' attention, while dynamic visual elements can catch users' eyes in a short time, improving users' attention and click-through rate. For example, the dynamic VI promotional content (such as animated advertisements, dynamic posters, etc.) released by brands on social media platforms such as WeChat Moments and Weibo can often obtain a higher reposting rate and comment rate, thereby expanding the brand's communication scope.
Secondly, dynamic VI design has a better communication effect on short video platforms. Short video platforms are characterized by "short, fast, and new", and users are more inclined to watch content with visual impact and interest. Through rich dynamic effects and short storylines, dynamic VI design can produce content that conforms to the communication characteristics of short video platforms, attracting users' attention and love. For example, some brands will release short videos centered on dynamic VI elements on short video platforms such as Douyin and Kuaishou. Through interesting dynamic effects and concise brand information, users can understand the brand in a short time, thereby improving the brand's popularity and influence.
Finally, dynamic VI design can enhance the sense of presence and interactivity of the brand on live streaming platforms. During the live broadcast, the brand can create a live atmosphere through dynamic VI design elements (such as dynamic backgrounds, dynamic subtitles, animated logos, etc.), enhancing the audience's sense of involvement. At the same time, the brand can also interact with the audience in real-time through the interactive functions of dynamic VI design (such as real-time bullet screen interaction, dynamic lucky draws, etc.), improving the audience's participation and loyalty.
Although dynamic VI design has many advantages, in the actual application process, brands need to reasonably use dynamic elements on the basis of maintaining the core identity, avoiding confusing brand cognition due to over-pursuit of dynamic effects. Specifically, the application strategies of dynamic VI design mainly include the following aspects:
The brand's core identity elements are unique identifiers formed by the brand in the long-term development process, including brand logos, brand colors, brand fonts, brand slogans, etc. These elements are important bases for consumers to identify the brand. When conducting dynamic VI design, the brand first needs to clarify its core identity elements, ensuring that the dynamic design always centers on these core elements and does not deviate from the brand's essence.
For example, in the dynamic design of the brand logo, no matter what dynamic form is adopted (such as shape change, color gradient, dynamic interaction, etc.), the core shape and characteristics of the logo must remain unchanged, so that consumers can clearly identify that this is the logo of the brand. If the core shape of the logo is changed in pursuit of dynamic effects, it will lead to confusion in consumers' cognition of the brand and affect the brand's image and reputation.
In addition, when conducting dynamic VI design, the brand also needs to standardize the core identity elements. For example, clarify the dynamic change range of the brand logo (such as rotation angle, scaling ratio, etc.), the dynamic gradient rule of the brand color (such as gradient speed, gradient range, etc.), and the dynamic design requirements of the brand font (such as the limit of shape change, the specification of special effect use, etc.), ensuring that the dynamic VI design can maintain consistency and stability in different scenarios and media platforms.
Different brands have different positioning and target audiences, and the form of their dynamic VI design also needs to be selected according to the characteristics of the brand's positioning and target audience. For example, the target audience of children's brands is children. Their dynamic VI design should adopt lively, cute, and colorful dynamic forms. For example, the animated logo can be designed as a cartoon image, and the dynamic color can adopt bright and cheerful color gradients to attract children's attention. The target audience of high-end luxury brands is consumers who pursue quality and taste. Their dynamic VI design should adopt simple, elegant, and grand dynamic forms. For example, the animated logo can adopt slow and smooth shape changes, and the dynamic color can adopt low-key and luxurious color gradients to highlight the high-end temperament of the brand.
In addition, the brand also needs to select appropriate dynamic design forms according to the media usage habits of the target audience. For example, if the brand's target audience is mainly young people who are more inclined to use social media and short video platforms, the brand's dynamic VI design can adopt forms with a faster rhythm and stronger visual impact, such as dynamic posters and short video animations. If the brand's target audience is mainly middle-aged and elderly people who are more inclined to use traditional media and official websites, the brand's dynamic VI design can adopt forms with a slower rhythm and clearer information transmission, such as the dynamic Banner on the official website and dynamic advertisements on traditional media.
About Hauns
Hauns is a creative strategic thinking to import brand growth of the consulting company, we have a broad international perspective, to import brand within the creative strategic thinking, through the research analysis, strategic positioning, brand design and other professional core ability, build a complete brand system from inside to outside, with professional services for the brand, Help enterprises to achieve real brand growth, brand recognition image of a new look!
