Shaping Complex Identities. Managing Dynamic Brands for Educational Institutions

Abstract

The essay focuses on a set of case studies of educational institutes that recently turned their traditional visual identity into “dynamic”. “Dynamic identities” – as defined by literature – can be considered the most innovative outcomes in branding, heavily contaminated by digital tools and strategies, including visual expressions that are variable (differing in space and time), generative (processes connecting to parametric methodologies) and even relational (emphasizing the open and participative approach with users). Design concepts as the one quoted, have reached an application and diffusion phase that warrants recognition of the results in order to transfer the knowledge to the discipline of visual communication so as to be applied in the reality of branding processes for educational institutions.