(…) media on which corporate identities are depicted have changed. We're now just as likely to see a logo flickering on a computer or cellphone screen, as printed on a company's stationery or a billboard. "Once you'd design a logo for a company, and you'd have to get it exactly right because, when it launched, it was going to be painted on the side of tanker trucks, hung off the side of skyscrapers and printed in closetfuls of letterhead," Bierut said. "You got one chance with no do- overs. Nowadays our main experience of a logo like Google's is the way it looks when it loads on a computer screen. It costs next to nothing to change it every time. So why not?"
It's easy to see why dynamic identities should strike a chord with today's spoiled, impatient and — to give us some credit — visually savvy consumers, but there are instances where the old-fashioned approach works best. "MTV has a dynamic identity because they are dynamic, and I want them to be," Mau said. "But I don't want my bank to be dynamic. I want them to be conservative and radically stable."
At http://www.nytimes.com/2007/02/11/style/11iht-design12.html?_r=2.
