An Isotope of Advertising.

It is interesting how logos change over time. Some change for the better and some for the worse. Recently Starbucks changed their logo too, upon reading about the reasons for this modification I learnt that a changed logo was meant to symbolize a change in the company’s value proposition and focus to allow for growth. The nature of conventional logos do not allow for freestyle change, once a certain logo is picked, that’s it, it can symbolize growth, it can symbolize change but by itself it cant change or grow.

The new  Deichmanske Library in Bjørvika, Oslo was in need of a logo. The challenge was to design a logo that clearly symbolizes change and evolution. The new Library was opened to serve various needs of the community, it not only served as a place for unlimited access to great information but it also provided space for concerts and encouraged guest lecturers and professors to hold debates. It is a cultural institution that aims at becoming most modern and functional libraries in Europe.

With this new challenge at hand and given the nature of conventional logo graphic designers were left puzzled until Mikael Floysand came up with an evolving logo. The logo not only symbolizes the strength of the institution and fusion of the traditional and modern systems but it is designed to allow for morphosis. This ability of the logo allows it to be recognizable to everyone even though it is never the same. This characteristic exaggerates the evolutionary nature of the institution successfully.

This concept of conceptualizing a logo and just fascinates me. As a graphic designer, to me this concept marks the beginning of a new generation of logos. This generation will be characterized by creativity and it will (hopefully) destroy the monotony that corporations use get into our retrieval sets.

Here is the masterpiece in action, very simple, very memorable but never the same.

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