Future of branding

I came across this article via marketing week's website and think that the examples of the way branding and communication are potentially changing is very interesting and exciting new direction for this type of design. As the article suggests the future logo's do seem like they will have to be so much more than just a stationary 'mark'. It seems like it is almost mirrored in history by painting, to photography, to animation, to film and now virtual reality and even 3D which seems to be having a bit of a revival recently.

As technology allows this the brand and the ability to move and alter and perhaps personalise is fantastically interesting for us at Hoffi and something we would be really interested in investigating further. There is also a strong sense that with this type of branding then there is a much greater need for a strong strategy and story behind it and it is something I have been looking at in terms of ARK's recent development and how through story telling it is possible to include people from various sectors in complex issues through simple language.