Here is the final result of my new brand identity for Sao Paulo State. This was a final project for the Programming Design Systems class and you can see more of my process in previous posts.
I created a dynamic logo that is inspired by the State’s actual shape. It is composed of 16 triangles that together form a very iconic shape that most of the people who live in Sao Paulo and even in Brazil can easily recognize and associate with the region:
Why is should it be dynamic?
A dynamic brand identity is great in this particular case because Sao Paulo is a State that is always in motion, evolving, developing. It also has many departments that can be better represented in terms of their brand and in their connection to the State.
How is it dynamic?
The logo not only change in terms of color as shown above, but also, the triangles can be rearranged to form new icons that are represent the department’s activities and that can be used together with me main shape:
(the animations above were done in After Effects)
The brand identity:
To me, the coolest aspect of this project lies in the brand identity possibilities that a dynamic logo creates. I used Sao Paulo Zoo logo as an example of what we can achieve with this concept:
With the triangles, I created an entire corporate branding that is both consistent and dynamic at the same time. The triangles are part of business cards, bags, flash drives and any material that has the Zoo’s brand:
And this is also dynamic in a way that the arrangement of the triangles changes every time you have a new item being created. Take business cards for example. Each of the employees of the Zoo can have their own business card design. Take Zoo the bags. We can have an infinite number of bag designs just by rearranging the triangles:
Why is code important for this project?
Dynamic logos are super fun and a great way to make brands and entities more alive and aprochable. Of course this is not applicable to any kind of branding project but in this case, I was very happy abou the results.