Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Breaking logo’s rule: Promoting social distancing to prevent
COVID-19 spread by changing brand’s logo
R.A. Siswanto & J. Dolah
Universiti Sains Malaysia, Penang, Malaysia
I. Resmadi
Telkom University, Bandung, Indonesia
ABSTRACT: In the current COVID-19 pandemic situation, a logo can convey social campaigns
about social distancing. By delivering this social campaign, some brands have changed their logo
shape without shifting their identity and recognizability. On the other hand, turning or twisting
a logo could be seen as destroying it. However, this logo modification phenomenon shows that
brands must be adaptive and flexible in responding to social situations to show their empathy and
build positive perceptions and images in society. The method used in this study is the qualitative
research method with a case study approach. The results of this paper aim at providing a picture
of the creative process of making a logo that can respond to social phenomena. Logos can react to
social phenomena, and go through a deconstruction of form, without having to lose its character
and identity. This research shows that in the digital age the rigidity of a logo can be reduced by
media, which allows a logo to be more flexible and fluid.
Keywords: logo design, branding, dynamic identity, campaign, COVID-19
1 INTRODUCTION
According to the World Health Organization (WHO), maintaining a distance of 2 meters between
people could minimize the spreading of COVID-19 (Centers for Disease Control and Prevention
2020). This protocol, which later was known as “social distancing", became commonly discussed
due to the global pandemic of COVID-19 that began in 2020. Social distancing itself is referred to as
an action or measure taken to minimize the disease spread by reducing contact between large crowds.
However, it’s not only people who practice social distancing; several brands are also keeping the
distance by tweaking their logos amid the coronavirus pandemic. Coca-Cola, McDonald’s, Audi,
and Volkswagen are some of the companies that have promoted “social distancing” into their logos
by adding extra spaces in between in their logo elements.
These brands suggest people be aware of the current situation to keep the distance between
people. This phenomenon escalates to become paradoxical and contradictory because logos should
never be tweaked and must remain consistent in certain forms (Wheeler 2017). However, what
is currently happening is that logos can then change shapes and become more fluid, flexible, and
adaptive. Logos can respond to social phenomena, although it must break the rules. The rise of the
number of brand logos that can react to the COVID-19 social phenomenon shows that in the current
digital era, logos must be able to compromise and so be dynamic in responding to various issues,
especially in social media. Brands must create empathy that is humane and show its alignment
with the community while still paying attention to the part of visual identity while maintaining its
distinctive and robust characteristics (Kotler et al. 2016).
Some previous literature shows that the logo must be dynamic in this digital era because one
of them is the demand for digital media. In the sense of "Dynamic Identities," a company brand
DOI 10.1201/9781003193241-19
105
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Breaking logo’s rule: Promoting social distancing to prevent
COVID-19 spread by changing brand’s logo
R.A. Siswanto & J. Dolah
Universiti Sains Malaysia, Penang, Malaysia
I. Resmadi
Telkom University, Bandung, Indonesia
ABSTRACT: In the current COVID-19 pandemic situation, a logo can convey social campaigns
about social distancing. By delivering this social campaign, some brands have changed their logo
shape without shifting their identity and recognizability. On the other hand, turning or twisting
a logo could be seen as destroying it. However, this logo modification phenomenon shows that
brands must be adaptive and flexible in responding to social situations to show their empathy and
build positive perceptions and images in society. The method used in this study is the qualitative
research method with a case study approach. The results of this paper aim at providing a picture
of the creative process of making a logo that can respond to social phenomena. Logos can react to
social phenomena, and go through a deconstruction of form, without having to lose its character
and identity. This research shows that in the digital age the rigidity of a logo can be reduced by
media, which allows a logo to be more flexible and fluid.
Keywords: logo design, branding, dynamic identity, campaign, COVID-19
1 INTRODUCTION
According to the World Health Organization (WHO), maintaining a distance of 2 meters between
people could minimize the spreading of COVID-19 (Centers for Disease Control and Prevention
2020). This protocol, which later was known as “social distancing", became commonly discussed
due to the global pandemic of COVID-19 that began in 2020. Social distancing itself is referred to as
an action or measure taken to minimize the disease spread by reducing contact between large crowds.
However, it’s not only people who practice social distancing; several brands are also keeping the
distance by tweaking their logos amid the coronavirus pandemic. Coca-Cola, McDonald’s, Audi,
and Volkswagen are some of the companies that have promoted “social distancing” into their logos
by adding extra spaces in between in their logo elements.
These brands suggest people be aware of the current situation to keep the distance between
people. This phenomenon escalates to become paradoxical and contradictory because logos should
never be tweaked and must remain consistent in certain forms (Wheeler 2017). However, what
is currently happening is that logos can then change shapes and become more fluid, flexible, and
adaptive. Logos can respond to social phenomena, although it must break the rules. The rise of the
number of brand logos that can react to the COVID-19 social phenomenon shows that in the current
digital era, logos must be able to compromise and so be dynamic in responding to various issues,
especially in social media. Brands must create empathy that is humane and show its alignment
with the community while still paying attention to the part of visual identity while maintaining its
distinctive and robust characteristics (Kotler et al. 2016).
Some previous literature shows that the logo must be dynamic in this digital era because one
of them is the demand for digital media. In the sense of "Dynamic Identities," a company brand
DOI 10.1201/9781003193241-19
105