Fluid identity definition:

Fluid identity speaks to the role of the visual elements within a product/service or brand. Fluid identity can change and keep up with the fast pace market without having to change the core value and symbol of the brand. The application of a fluid brand far extends the usage of old traditional corporate CI’s. A fluid Identity is driven via reason, a specific reason to reach multiple customer perceptions of what they like and how they place their own identity. 

Fluid identities focuses to bring out the conceptual background of a specific brand or identity through application of visual elements that carries core values even if the value is to be all inclusive. This gives a fluid identity the ability to navigate past cultural differences and in a way include them all into one. Thus the product or service becomes moulded into the acceptance sphere of the end user.

Why can a fluid identity keep up with the market?
A fluid identity is not a static identity, we have identified that social patterns and trends are shifting faster due to access to technology and information. If a market is within this constant shift so can a fluid identity then enable the designer to implement the core to multiple mediums and new “events” without disrupting the core of that brand. Fluid identities makes it easier to produce coherent mass content that needs distribution via digital and physical platforms.

UCA newest logo (Designed by Spin and spokesperson Tony Brook)  stands as an fluid brand that can adapt in a pluralistic market by showcasing one core value. Tony Brook alongside Spin have come up with a new brand identity that can be used on the modern channels that is required for marketing and communication.

The logo is based on the acronym for University for the Creative Arts. The full wording of the brand is also incorporated into the logo to connect the acronym to the brand. The design of the logo enables the designer to stack the elements in different orders as the platform of design changes. They can place it on posters, pencils, social media and more and in a manner that still maintains the value of the brand. The intent of the new logo was to remove the corporate feel that accompanied the brand and move it over into a creative sphere were they can enable play. These types of designs are somewhat accompanied by bigger budgets, as every element is taken to account.

The old logo, did not communicate a “brand identity” that had more than one function to it. The old logo became too static when used over with multiple marketing campaigns that wanted to communicate the diverse creativity of the university. The old logo was based on a traditional design approach used by companies in the early 2000’s. It was to clean and the ability of the logo to speak over a fast amount of perceptions was not enough.

The potential of the new logo and brand elements enables the university to use the logo on all elements for their marketing and communication in an fluid manner that does not stagnate the communication towards the touch points of the brand.

“The intent of the new logo was to remove the corporate feel that accompanied the brand and move it over into a creative sphere were they can enable play.”

Exciting elements:
The use of the logo has been broken down to its core elements that allows that brand to apply the logo in creative new ways over multiple platforms and mediums. This is the designers goal to create these element with taking into consideration all the elements that the logo may appear on.

Type is the key role to achieving the fluid state of recognition. Consistent type usage on different grids keeps the “fun” aspect of the brand. The scale of type on the different elements help the viewer to identify a “group” of information. Type is also the main aesthetic to the identifiability of the name.

High Contrast Colours:
Colour that deliver contrast seems to be on of the most important design applications of this corporate identity design. The contrast help the viewer to identify a combination of colours that is used through consistent design within marketing application. This recognition the places the viewer within the repeated structure of the brand, that then link to a single core value that is in this case “creativity”

Strong repetition of elements is most important, this elements in contrast to the font typeface and and linework responds the same value even when the placement of these elements are changed. This is repetition of scale, colour, texture, contrast, shape and grids. This entails all the elements that the designer must take into account when shaping the structure of a fluid brand identity.

Consistency of change:
Change of the appearance is important but the consistent use of change ensures that core values are not placed aside. The designer must take future usage, events, platforms and type of social group into account to ensure that the brand does not get distorted. Crit on this type of brand states that a fluid brand loses its identity after the first change, they argue that the brand must then communicate its values from the start, thus consistent change can aid in carrying over the one soul core value, without distortion.