The Brand Identity’s feature, written by Ritupriya Basu in collaboration with Frontify, explores how contemporary studios like DIA, Madalena Studio, and Block are redefining branding fundamentals through dynamic and flexible identity systems. The article examines projects such as DIA’s generative identity for smlXL, Madalena’s biologically grown logos for Crucible, and Block’s adaptable color system for PICA. It argues that flexibility in branding should be rooted in strategy and authenticity rather than trend-following.
BP&O’s article by Thomas Barnett reviews DIA’s generative brand identity for tech start-up smlXL. The identity uses a custom p5js-based tool to create dynamic visuals from the brand’s letterforms, producing animated patterns and portraits. The piece praises DIA’s innovative approach while noting potential accessibility concerns and its maximalist, Web 1.0-inspired aesthetic.
