From logo to holo
Dynamic Identities: How to Create a Living BrandWritten and designed by Irene van Nes
BIS Publishers, £32, €34, $45, hardback
This is the first book that has taken me ten minutes just to look at its cover. Its use of a three-tiered lenticular lens, trebling the 22 logos on the cover (from Wolff Olins’s AOL to Mind Design’s work for the model agency Tess Management), was just too much fun. These three-step animations offer a glimpse of the more complex work that lies inside, and neatly tee-up the central idea in this book by the Dutch designer Irene van Nes: that today’s most exciting designers use a variety of techniques to enliven brand visuals that go far beyond static logos, to create more flexible, holistic identities, that the book refers to as ‘holos’.
Lenticular cover features 22 logos.
Top: spread from Dynamic Identities by Irene van Nes showing Landor’s identity for the City of Melbourne in Australia.
Andrew Missingham, creative consultant, London
Read the full version in Eye no. 86 vol. 22 2013
Eye is the world’s most beautiful and collectable graphic design journal, published quarterly for professional designers, students and anyone interested in critical, informed writing about graphic design and visual culture. It is available from all good design bookshops and online at the Eye shop, where you can buy subscriptions, back issues and single copies of the latest issue. You can see what Eye 86 looks like at Eye before You Buy on Vimeo.