Branding and other animals

James Bull, creative director of Moving Brands, believes that too many brands are based on a static print-based identity like a logo.

Branding and other animals

James Bull

Static brands are dead ... We all know that brands are not logos. They never really were. Yet branding practice still orbits around an unmoving, print-based identity. Many agencies still approach identity work as purely static design: they lock identities down, creating still-life reductions of the brand that then get farmed out to others who try to get it to move visually, sonically, as well as respond to different media and contexts. This simply does not make sense.

These identities are then passed on to ad agencies who try and make sense of it...

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