Dynamic Visual Identities
This page provides a visualisation of an archive of dynamic visual identities — the ones that use multiple variations resulting from the change in one or more elements of their identity system. We analysed many dynamic visual identities in different aspects with a system that we propose and stored the resulting data in this archive. Afterwards, we created this visualisation to study the data in a more simplified way.
A graph and an index
The visualisation comprises two interrelated parts: a two-dimensional force-directed graph and an index.
In the graph, each node represents a dynamic visual identity. The position, shape, and colour of each node is set according to the properties of the corresponding visual identity. You can customise how each property or set of properties is visualised, whether through position, shape, or colour. A force-directed graph is adopted so the nodes can be positioned according to different criteria. This way, clusters of visual identities emerge, revealing the similar ones in the selected property. Furthermore, you can explore a set of presets that automatically configure the visualisation to reveal specific correlations.
The index comprises all the properties of the visual identities. When you select one property of the index, the following is highlighted: (i) other properties that also characterise the visual identities characterised by the selected property; and (ii) the nodes that represent the visual identities characterised by the selected property. In addition, when you select one node of the graph, the properties of the corresponding visual identity are also highlighted in the index. Thus, the index functions as filter and caption.
Variables
We analyse the presence of dynamism in each component of the graphic mark: symbol and logotype. Each component can be dynamic, static, or none if it does not exist.
We study whether or not the visual identity is graphic mark focused, i.e. the entity is identified and recognised by a graphic mark.
We then consider how visual identities achieve variation, i.e. which mechanisms they use to enable variation. The identified variation mechanisms are listed in two groups to indicate where each one is used: in the graphic mark and/or in other element of the identity system. Note that one visual identity can use more than one variation mechanism at the same time; and one variation mechanism can work simultaneously in multiple components of the visual identity system.
| Variation mechanism | Description |
|---|---|
| Colour variation |
There is a graphic element that changes in colour
|
| Combination |
There is a combination of different graphic elements that belong to the visual identity system
|
| Content variation |
There is an area or space where different imagery is placed
|
| Positioning |
There is a graphic element that is positioned in different ways
|
| Repetition |
There is a repetition of the same graphic element
|
| Rotation |
There is a graphic element that is rotated
|
| Scaling |
There is a graphic element that changes in size
|
| Shape transformation |
There is a graphic element that changes in shape
|
We also analyse a set of features that can be found in dynamic visual identities. Note that one visual identity can have multiple features.
| Feature | Description |
|---|---|
| Flexible | The dynamic visual identity adapts to different contexts in which it is applied, either in terms of media and content |
| Fluid | The dynamic visual identity is capable of changing in a continuous way |
| Generated | The variations of the dynamic visual identity are generated by an algorithm |
| Informative | The dynamic visual identity provides information to the audience |
| Participatory | The dynamic visual identity allows people, other than their designers, to be involved in and influence its design |
| Reactive | The dynamic visual identity automatically reacts to external input |
| Unlimited | The variations of the dynamic visual identity are unlimited |
The analysed visual identities were designed in different times for different types of entities. For this reason, we also show some details about the visual identities, namely the sectors of the entities that they represent, the years in which they were designed, the names of the entities, and the names of the designers.
Presets
A set of presets can be explored to automatically configure the visualisation and this way reveal specific correlations.
| Preset | Description |
|---|---|
| 1 | Nodes' position set accoring to the variation mechanisms used in the graphic mark |
| 2 | Nodes' position set accoring to the variation mechanisms used in the system |
| 3 | Nodes' position set accoring to the features |
| 4 | Nodes' position set accoring to the years and shape set according to the identity focus |
More info
You can find more information here, including the paper that originated this visualisation. You are also welcome to contact us suggesting other dynamic visual identities or pointing out any mistake that you have discovered.