The Challenge
Dynamic has been in business for 25 years and has never needed a brand design, as its success relied solely on word of mouth. However, it has evolved into a significant global network with six locations worldwide, creating a need for a cohesive brand identity design system.
Concept: Space is Dynamic
Dynamic creates innovative spaces for some of the world's largest retailers. This exploration of the concept focuses on using "dynamic" and "space" as metaphors for design. It blends positive and negative space with scale and balance to shape the new identity.
The Final Brand Design
Positive and negative space played an important role in determining the overall composition of this concept. The final design uses specific letters from their brand name as a design element to "create" the canvas space within the brand mark. After all, Dynamic's core business is "making the space."
