Designing a Flexible Visual Identity for Dash: A Creative Problem-solving Competition

Abstract

This production-based thesis explores the key design challenges and considerations in developing a visual identity for Dash, a creative problem-solving competition, and investigates how they can be effectively addressed. I tackle this challenge by designing a flexible visual identity—a method proposed by Martin Lorenz in his book 'Flexible Visual Systems: The Design Manual for Contemporary Design' (2021). In a rapidly changing and multicultural design world that speaks to many people simultaneously, my aim is to design a visual identity that challenges traditional logo-centric approaches.

I delve into the characteristics and benefits of flexible visual identities by studying two main sources: ‘Flexible Visual Systems: The Design Manual for Contemporary Design’ (Lorenz, 2021) and 'Creating a Flexible Visual Identity: A Study of Flexible Visual System Mechanisms’ (Sillfors, 2023). Next, I apply the theory to the production phase by designing a flexible visual identity for Dash Design, aiming to gain a critical understanding of the process of designing and integrating such an identity.

Implementing Lorenz’s method for creating a form-based flexible visual identity proved to be instrumental in developing the visual identity for Dash. It effectively addressed issues related to the adaptability, variability, and legibility of visual elements. Drawing from the background research on flexible visual identities and my experience in designing such identities, I conclude that a flexible visual identity is a timely approach for designing visual identities that can adapt to different contexts, needs, and platforms.