Living brands – what are these creatures and why don’t we have more of them

Fri, 4 May 2012 | By Gion-Men Kruegel-Hanna, executive creative director at Interbrand

It is only recently that design consultancies have taken the increasingly popular expression, ‘living brand’, and defined it to be an asset that moves, has a sonic signature and fluidly adapts to the two- and three-dimensional environments that it lives in.

Not so long ago, very few of us actually understood what this new way of communicating brand essence, identity and content in an interactive, uncontrolled and fast-paced world was all about. Suddenly, there was an influx of strange looking, artsy logos pretending to be constantly on the move, risking falling off the page. Technology had…