Like a chameleon: the polychromatic virtue of dynamic brands

Lelis, Catarina ORCID: (2019) Like a chameleon: the polychromatic virtue of dynamic brands. Journal of Product & Brand Management, 28 (4). pp. 445-461. ISSN 1061-0421

[thumbnail of Like a chameleon.pdf]
Like a chameleon.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.

Download (2MB) | Preview


The main objective for this paper was to identify the chromatic approaches in dynamic brand identities, describing and analysing new trends, patterns or shared strategies which seem to be taking place, renunciating the consistent use of corporate colours in some brands.
The research consisted of a qualitative visual content analysis, based on the comparison and scrutiny of 50 dynamic visual identities, verifying the changes that their colours would undergo in their numerous forms of representation and the symbolic associations these would carry. This analysis was performed using three different studies.
The results show that colour in dynamic brands does not follow any consistent pattern regarding its application and none of the most common colour harmonies seem to be an obvious strategic preference.
This research provides insights for 1) brand managers to look at how this dynamic positioning can be successfully implemented without affecting recognition whilst establishing or maintaining customer loyalty, and 2) brand for designers and marketers to clarify how brand guidelines will explain the usage of such colourful approaches.
This paper is a contribution to the knowledge of how a traditional visual element such as colour is being combined, deconstructed and reassembled in the context of modern visual identities. Three patterns are identified, and two of them draw attention to the apparent unnecessity of colour consistency and the way this may affect the relevance of colour in transmitting certain meanings.

Item Type: Article
Identifier: 10.1108/jpbm-10-2017-1621
Additional Information: Emerald allows authors to deposit their AAM under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). To do this, the deposit must clearly state that the AAM is deposited under this licence and that any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting
Keywords: Logo design, Colour, Brand identity, Dynamic brands, Polychromatic palettes
Subjects: Media > Branding
Business and finance > Business and management
Graphic arts > Graphic communication
Graphic arts > Graphic design
Media > New media and new media theory
Social sciences > Communication and culture
Related URLs:
Depositing User: Catarina Lelis
Date Deposited: 07 Sep 2018 17:32
Last Modified: 06 Feb 2024 15:58


Downloads per month over past year

Actions (login required)

View Item View Item