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.

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