Dynamic and changeable corporate logos-are they effective?
Constantly changing logo is part of a broader trend toward what are called dynamic identities: corporate symbols that adopt different guises at different times or in different contexts, so you're never sure exactly how they'll look.
Dynamic identities fly in the face of the conventional wisdom that consistency is essential to an effective corporate identity.
One reason is that "consistency" is less effective in today's frenzied, attention-deficit-friendly society.
The new corporate logo: Dynamic and changeable are all the rage - International Herald Tribune
These ever changing logos, will they be as effective as the early ones?