Interactive logos as a part of dynamic visual identities for the Egyptian cultural sector

Elwassify, Abdelaziz; Eladawy, Nagwa Yehia Eladawy; Abo Donia, Samar

doi:10.21608/mjaf.2022.149340.2813

Interactive logos as a part of dynamic visual identities for the Egyptian cultural sector

Document Type : Original Article

Authors

¹ Departement of Advertising, Faculty of applied arts, Helwan University, Helwan, Egypt

² Advertising - faculty of applied arts - Helwan Uni

³ Faculty of Applied Arts - Helwan University - Egypt

10.21608/mjaf.2022.149340.2813

Abstract

Given that the identity of a successful organization is similar to humans’, it needs to be interactive, dynamic, evolving, and adapting to global changes and trends. With the advent of the Internet, social media platforms have allowed organizations and their identities to change and evolve like living creatures. The challenge that faces organizations now is to create brands that keep up with the ongoing fast-paced changes around us. When “Dynamic Branding” emerged, it gave a way to organizations in general, and cultural institutions in specific, to cope with these changes. Dynamic visual identities have several types, one of the most unique ones is interactive dynamic identities, which are identities built on interactive logos. What makes interactive dynamic visual identities that special is the level of flexibility and interaction they allow. In creating an Interactive dynamic identity, designers and users alike participate in creating several variations of a logo, which has a constant visual aspect in all variations, but every user can have their flexible input and create a different individualized variation of his own. The process of engaging the users in creating an interactive logo creates a very personal experience for the user, one that he would probably never forget. In that way, the user feels engaged, seen, and connected, to the institute in a different way, as he poured some of himself into it, he becomes a part of the institute and the institute becomes a part of him. The cultural institutions in Egypt could benefit greatly from interactive dynamic visual Identity systems as they could create an unbreakable emotional bond between the users and the Egyptian cultural institutes. A bond that would surely increase the engagement of the youth in the Egyptian cultural scene.

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