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.
