Dynamic Visual Identities: Fundamental Principles of Their Design

This article analyzes Dynamic Visual Identities (DVI) intending to present a set of principles that designers should take into account when designing such systems. It starts with a literature review, approaching a set of reference authors, to clarify the key concepts around the DVI; its relationship with brands, brand identities, visual identity systems; the socio-historical context that leads to the expansion of dynamic identities; the typology of DVI constructions, categorizing them and demonstrating some of their guiding and structural principles in their construction. A chronological overview of some pioneering DVI systems that introduced mechanisms designed for dynamism is also presented. Finally, based on the study carried out, the main potentialities and risks in the use of the DVI are presented and a set of principles to be taken into account in its design are identified.