Design should be Alive

Introduction to book Dynamic Identities.


Sometime after running a Summer School on Dynamic Identities Paul Hughes was approached by one of the attendees, Irene van Nes, to write the introduction to her book Dynamic Identities: How to create a living brand.

This visual book looks into design systems for living brand identities that can change in colour, pattern or shape. These identities often follow a system created by the designer but are sometimes created by data which is not controlled by the designer. These open identities generate new versions of themselves by external data feeds. The identity of the weather company, for example, is fuelled by the ever-changing weather conditions in real time.




LivingBrand-visual statement