Brand identity is no longer about a static and isolated brand marque that appears on the top right of letterheads and brochures. Any modern, dynamic branding system must now embrace highly digital and environmental applications – and this could not be truer than for the Olympics. In five years time we’ll be viewing the identity on mobile phones, mobile TV and living signage and not as a static two-dimensional graphic. As an avatar-style graphic it lends itself to animation, flexible application and adoption by its young target audience.

Your thoughts and comments are welcome.