Article published in Computer Arts magazine about branding in the digital world.
My position was – and still is – that brands can and must interact individually with the online consumer. It is no longer enough to design a logo with only the printer in mind because a rigid set of guidelines cannot effectively communicate with an increasingly fragmented audience. Online, flexibility is key, and the most successful brands respond to their audience, give them feedback, and grow and change over time. In terms of creating marques that embracing this flux yet retain a consistent message, the only way is to create systems as opposed to static logos.