Why should a logo look always the same?
I can't remember when I first proposed a non-static logo to someone, but I am sure this sort of approach has appeared to me quite natural since I became an art director. In my point of view, most logos should be virtually as adaptable as people when it comes to their appearance. It means to have a day and a night outfit, for example, without undermining their identity core.
That's simple, isn't it? Well. That should be so. Changes imply fear.
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