Home Graphic designer Everything you need to know about flexible visual identity systems

Everything you need to know about flexible visual identity systems


Flexible visual identities are nothing new: in an age where almost all identities are as important on digital platforms as physical or static identities (if not more), identity design has become a living, breathing discipline rather than a a fixed set of rules around the logo. use.

Graphic designer and educator Martin Lorenz has long been fascinated by such systems: so much so that he has spent the last two decades developing them as the founder of the studio. TwoPoints.Net, and the last ten years studying them at the University of Barcelona. Now, Lorenz has decided to wrap up this ever-changing facet of design and branding in a rather easy-to-read book called – you guessed it – Flexible Visual Systems.

Billed as “the design manual for contemporary visual identities”, the book is published by Inclined and presents a variety of approaches on how to design flexible systems, which can be adapted according to any project – from corporate design, communication design, user experience design to textile design – and according to a wide range of aesthetic results.

The book is organized into three sections, the first of which offers the theoretical elements by means of an illustrated introduction describing how flexible systems have been used in the past, their contemporary applications and the possibilities of their use in the future – viz. , not just as a way to formally organize information in design projects, but more generally changing the way we work.

The middle section of the book is described by Lorenz as a “practical, almost purely visual” guide to the ins and outs of flexible system design, covering the basics and their applications while highlighting why systems are the way to go for designers now and in the future.

The third and final section of the book is dedicated to explaining “how transformation processes can become flexible systems for visual identities,” as Lorenz puts it, adding that this is especially relevant for “creative coders, motion designers, and designers.” people who like to experiment. .

Essentially, the book proposes that designing using flexible visual systems, as opposed to a sum-of-parts approach (usually centered around a logo), is more vital than ever, as designs need to work effectively in environments in rapid evolution.

Lorenz even goes so far as to call logo-based visual identities “anachronistic” because of their tendency to be inflexible. “Today, if not before, a visual identity based on a symbol or a logo is no longer able to communicate adequately…. It’s too monosyllabic when eloquence is required,” he wrote.

“We need contemporary visual languages ​​to be able to solve contemporary communication problems. While a logo-based visual identity communicated the same message over and over again, a system-based visual identity is a language capable of articulating different messages in different ways to different audiences in different circumstances.

Flexible Visual Systems is for sale through Slanted; slanted.de; twopoints.net