Gone are those days of hand drawing. Technology has found its new way in designing too. Consequently visual solutions have left 2D screen space, far behind. We have entered the world of virtual reality. Thus the modern client expects not just the Look, but also the Feel of the design. And to reach there, designers change the visual results. It extends the creative scopes beyond limit. As can be clearly seen, technology now has become a vital tool of branding.
Technology, the new tool:
What does a Logo designer want? The designer wants to cross the ordinary. And offer something unexpected. Despite it involves professional understanding; this is the natural desire of every designer. Today’s designers are equipped with multiple technologies. But one has to be extra careful in using these. In fact not every tool can add value to the identity.
A visual Identity cannot exist on its own. By and large it is branding that presents the core value of the brand. And the visual assets fortify its recognition. So the technological aspect has to act as the brand-value demands. Otherwise it may be a disaster. This does not mean that a some brands should stay happy with flat and vintage design. Not really. Let’s take a common example.
Technology in branding, example:
Pepsi and Coca-Cola competing with each other, for years. Pepsi talks about modern generations. So they rediscover the consumers every few years. They update their visual assets. Moreover they utilize the tools of popular trends. Music to technology. Consequently they grab the attention of the youth. We have not forgotten the amazing tune of ‘Pepsi Generation” ad by Michael Jackson. Nor have we forgotten the funny Pepsi commercials with Indian Cricket team.On the other hand Coca-Cola furnishes an old-fashioned personality of the brand. Since 1969, Coca-Cola has not changed its color scheme, bottle shape, and most importantly the legendary Logo. But this has never prevented the brand from staying modern and relevant. They have utilized technology, within their brand codes. At the same time Coca-Cola maintained the core values such as joy and pleasure of taste. Who does not remember ‘Share a Coke’ campaign? Shoppers could choose personalized bottles and cans carrying names from Alex to Zoe and endearing terms such as “Friends” and “BFF”.
The development of digital technology gives designers the opportunity to explore. Hence in today’s highly competitive environment branding goes beyond just visual tools. The use of 3D technologies, flexible designs, animations, voice over etc. has taken it to a new level. Subsequently it initiates the primary dialogue between the brand and the customer.
So the effective use of such technologies today implements the idea. A professional logo design agency is no exception. We utilize the maximum of it in order to reach the goal today.