should not be static, but continue to grow in response to technological developments. Dynamic
identity also emphasizes that changes in color, patterns, and shapes can change from external
factors or factors outside the designer (Van Nes 2012). In addition to technological change factors
and external factors, some changes in a brand’s identity are also due to several things, including
criticism, aesthetics, and communication ethics (Guida 2014). Brand identity also must be easy
to adapt and flexible with certain content, situations, and contexts to respond to various things,
and brand identity or visual identity must have the ability to respond and react to the surrounding
environment (Felsing 2010). From some of the literature, it can be said that during the COVID-19
pandemic, a brand can respond to social phenomena through a campaign method related to changes
in its visual identity (color and shape).
The novelty that would like to be displayed in this paper is how a social campaign’s case study
is distancing by deconstructing the logo. The logo has a distinctive and potent visual identity and
can also be an exciting medium in conveying social campaigns without losing its distinctive and
identical visual identity.
2 METHODS
This research is aimed at answering the question of how brands change and keep their identity
when they change their logo in order to promote the social distancing recommendation while the
identity of the brand still has to be recognizable. This is very important because according to
Wheeler (2017), a consistent logo and recognizability is key for a successful branding. Therefore,
it is expected that we could understand how far the logo distortion can be done. To answer the
question, the qualitative research method is used in this paper with a case study approach. The case
was chosen based on the validity of the campaign released by the brands, not fan-made or unofficial
versions. The sample is determined based on the date of the release between April 1, 2020 to May
31, 2020 as the WHO recommendation to prevent the COVID-19 spread was released.
The analysis that will be used is to do a matrix analysis by discussing each visual element. Then,
each visual element will be examined along with the social context that influences the creative
process of changing the logo. Several stages of analysis used in this paper are analyzing the visual
form of each logo, and the related social context of the logo change. Atlas.Ti software is used as
the tool at the analysis stage to minimize the human error factor.
3 RESULTS AND DISCUSSION
According to the results of the McDonald’s, Volkswagen, Audi, and Coca Cola logo analysis, it
can be said that the shape changes designed by these big companies are still part of a dynamic
visual identity. These patterns are part of an interesting and unique campaign, because in creating
positive perceptions and building empathy about COVID-19, companies can deconstruct logos,
even though these changes clearly do not change their unique identities and characteristics (colors
and shapes). So, the conclusions obtained from the visual analysis results above are that the logo
can change more dynamically because it is influenced by external factors, and in this context, the
COVID-19 pandemic. However, the change in a logo must also ultimately see changes or shifts in
harmony without changing the distinctive essence of the visual identity. Dynamic logo changes are
only possible if there is still a boundary line between the social context achieved and the change that
still maintains its visual identity. From the analysis results obtained, a dynamic logo in response to
a social phenomenon is very possible without having to radically change the entire logo, but what
shape and color are the strongest visual identities by adding or reducing parts of the shape of a
logo. Even so, the community must be able to perceive the logo’s identity.
106
identity also emphasizes that changes in color, patterns, and shapes can change from external
factors or factors outside the designer (Van Nes 2012). In addition to technological change factors
and external factors, some changes in a brand’s identity are also due to several things, including
criticism, aesthetics, and communication ethics (Guida 2014). Brand identity also must be easy
to adapt and flexible with certain content, situations, and contexts to respond to various things,
and brand identity or visual identity must have the ability to respond and react to the surrounding
environment (Felsing 2010). From some of the literature, it can be said that during the COVID-19
pandemic, a brand can respond to social phenomena through a campaign method related to changes
in its visual identity (color and shape).
The novelty that would like to be displayed in this paper is how a social campaign’s case study
is distancing by deconstructing the logo. The logo has a distinctive and potent visual identity and
can also be an exciting medium in conveying social campaigns without losing its distinctive and
identical visual identity.
2 METHODS
This research is aimed at answering the question of how brands change and keep their identity
when they change their logo in order to promote the social distancing recommendation while the
identity of the brand still has to be recognizable. This is very important because according to
Wheeler (2017), a consistent logo and recognizability is key for a successful branding. Therefore,
it is expected that we could understand how far the logo distortion can be done. To answer the
question, the qualitative research method is used in this paper with a case study approach. The case
was chosen based on the validity of the campaign released by the brands, not fan-made or unofficial
versions. The sample is determined based on the date of the release between April 1, 2020 to May
31, 2020 as the WHO recommendation to prevent the COVID-19 spread was released.
The analysis that will be used is to do a matrix analysis by discussing each visual element. Then,
each visual element will be examined along with the social context that influences the creative
process of changing the logo. Several stages of analysis used in this paper are analyzing the visual
form of each logo, and the related social context of the logo change. Atlas.Ti software is used as
the tool at the analysis stage to minimize the human error factor.
3 RESULTS AND DISCUSSION
According to the results of the McDonald’s, Volkswagen, Audi, and Coca Cola logo analysis, it
can be said that the shape changes designed by these big companies are still part of a dynamic
visual identity. These patterns are part of an interesting and unique campaign, because in creating
positive perceptions and building empathy about COVID-19, companies can deconstruct logos,
even though these changes clearly do not change their unique identities and characteristics (colors
and shapes). So, the conclusions obtained from the visual analysis results above are that the logo
can change more dynamically because it is influenced by external factors, and in this context, the
COVID-19 pandemic. However, the change in a logo must also ultimately see changes or shifts in
harmony without changing the distinctive essence of the visual identity. Dynamic logo changes are
only possible if there is still a boundary line between the social context achieved and the change that
still maintains its visual identity. From the analysis results obtained, a dynamic logo in response to
a social phenomenon is very possible without having to radically change the entire logo, but what
shape and color are the strongest visual identities by adding or reducing parts of the shape of a
logo. Even so, the community must be able to perceive the logo’s identity.
106