4 CONCLUSIONS
This research shows that the paradigm of a logo must be rigid and making it inflexible is increasingly
irrelevant because, based on the case studies analyzed, indicating that the role of the logo is more
than just a marker of a brand, but it can also be a media in showing empathy and concern for
social situations and problems. As Kotler said, brands in the digital age must be more humane
and behave, so that people will appreciate the brand, which will undoubtedly add to the brand’s
positive assumptions (Kotler et al. 2016). This research is still in the initial stages, where it is
necessary to conduct studies that are more of studying the phenomenon or the deeper technical
context. However, this research can show 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.
REFERENCES
Centers for Disease Control and Prevention (CDC). 2020. Social Distancing, Quarantine, and Isolation; CDC:
Atlanta, GA.
Felsing, U. 2010. Dynamic identities in cultural and public contexts. Müller.
Guida, F.E. 2014. Dynamic identities for the Cultural Heritage. In Le vie dei Mercanti-XII Forum Internazionale
di Studi (pp. 1113–1120). La Scuola di Pitagora Editrice.
Kotler, P., Kartajaya, H., and Setiawan, I. 2016. Marketing 4.0: Moving from traditional to digital. John
Wiley & Sons.
Van Nes, I. 2012. Dynamic Identities: How to create a living brand. BIS Publishers.
Wheeler, A. 2017. Designing brand identity: an essential guide for the whole branding team. John Wiley &
Sons.
108
This research shows that the paradigm of a logo must be rigid and making it inflexible is increasingly
irrelevant because, based on the case studies analyzed, indicating that the role of the logo is more
than just a marker of a brand, but it can also be a media in showing empathy and concern for
social situations and problems. As Kotler said, brands in the digital age must be more humane
and behave, so that people will appreciate the brand, which will undoubtedly add to the brand’s
positive assumptions (Kotler et al. 2016). This research is still in the initial stages, where it is
necessary to conduct studies that are more of studying the phenomenon or the deeper technical
context. However, this research can show 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.
REFERENCES
Centers for Disease Control and Prevention (CDC). 2020. Social Distancing, Quarantine, and Isolation; CDC:
Atlanta, GA.
Felsing, U. 2010. Dynamic identities in cultural and public contexts. Müller.
Guida, F.E. 2014. Dynamic identities for the Cultural Heritage. In Le vie dei Mercanti-XII Forum Internazionale
di Studi (pp. 1113–1120). La Scuola di Pitagora Editrice.
Kotler, P., Kartajaya, H., and Setiawan, I. 2016. Marketing 4.0: Moving from traditional to digital. John
Wiley & Sons.
Van Nes, I. 2012. Dynamic Identities: How to create a living brand. BIS Publishers.
Wheeler, A. 2017. Designing brand identity: an essential guide for the whole branding team. John Wiley &
Sons.
108