From Static To Moving---Research On Dynamic Design Of Brand Visual Identity

Digital electronic equipments have become more and more popular with the development of scientific technology. The communication carrier of brand visual vocabulary is changing gradually from paper to digital media. The series of transformation has brought unprecedented impact on the design of brand visual vocabulary, and facilitate the change from static to dynamic state of the visual vocabulary at the same time. Beside the refreshing feeling, people receive a whole new user experience which fuses vision, hearing and touch together from the dynamic state of brand visual vocabulary. It not only forges a different visual vocabulary for brands, but also extends the emotional feeling of certain brand.The article analyses the dynamic design of brands, with the emphasis on the core part of brand visual vocabulary from the trend at the moment. It states the transformation process from static to dynamic state, analyses cases from the perspectives of visual and communication, and summarises the successful dynamic logos from the perspective of production method. The design practice is based on the dynamic visual vocabulary of "ARTERY" brand. It summarises the design methods and strategies of this vocabulary from both theory and practice, and explores the breakthrough point in new media and design thinking. Based on the design of dynamic visual vocabulary, the article infers the future development of brand visual design and concludes the profound meaning of dynamic design for brand visual vocabulary from the aspects of brand system concept, brand reciprocal demand and creative thinking.