Gone are the days where a brand identity was an untouchable holy grail.
Now, the brands primary identity has become more flexible, flat and an element to explore creative rendition of while not changing the essence of the logo and expression.
Luxury brands have changed from looking like royal seals to simple, elegant and minimalistic type based identity - evident with multiple brands, as it helps them fight on many fronts like counterfeiting due to intricacies in the logo and mechanisms attached
Creative studios like Marvel, Capcom, Warner Bros, 21st century Fox and Disney have allowed to be playful with the signature colours, sound and event the internal fill of the logo to make the identity more memorable
Do you think other brands should follow it as well?