From designing the message to designing the language which formulates the message.

From designing the message to designing the language which formulates the message. 

What we are witnessing is not just a trend, but a shift in how organizations, institutions and corporations are communicating. The VI is changing its functionality. While a logo is the representation of an idea, a single message, the FVI is a visual language, capable of formulating a multitude of different messages. When communication did not need to be as diverse as it is today, the logo was a great solution; but it has clear limitations in its ability to adapt to varying formats, sizes and contexts. A FVI does not. 

We, the designers of VI’s, have to change the way we think. Rather than thinking in concrete solutions, we need to think in problem-solving processes. A VI that is merely the solution of today’s problem won’t solve   future problems. The consequence would be a constant re-design of the VI, which leads to confusing communication. 

The world is changing constantly and so is our profession. This is scary and exciting at the same time. It is scary because we are forced to change the way we think, teach, work and communicate, but it is also exciting because new opportunities are waiting to be explored.

Logo ≠ Visual Identity 

“From Static to Flexible Visual Identities” Graphisme en France, Nr. 23, 2017, Dr. Martin Lorenz