The Liberation Of The Logo : And The Emergence Of The Digital Brand Identity System(TM)

The rules are changing indeed. While there is still most certainly a place for trademark usage requirements, this traditional mindset--marked by the use of a static graphic mark--is being replaced by a much more dynamic strategy. In this edoc, PARTNERS+simons frames the risks posed by today's electronic capabilities. While the integrity of brand imagery is in constant peril, with this risk comes opportunity. The emergence and convergence of new media have given rise to the power of interactive brand identities. The authors explain the four core components of the PARTNERS+simons Digital Brand Identity System: flexibility, collaboration, interchangeable elements and shared responsibility. Underscoring the need for sharp strategy and compelling creative, this system is an invaluable brand stewardship tool.