The Southeastern Center for Contemporary Art's new animated branding was inspired by the modern media landscape.

The Southeastern Center for Contemporary Art’s new animated logo has brand designers taking notice. Designed by Pentagram, the logo’s letters fluctuate back and forth and accurately reflect SECCA’s identity as an ever evolving institution that changes the contents of their space with each visiting exhibition and community program.

Co.Design reports on the thinking behind the project:

Is multimedia transforming branding?

The answer is yes, says Pentagram partner Luke Hayman. Hayman led the design of the SECCA logo, and he points out that non-static logos aren’t new. “My favorite examples are MTV and the original Nickelodeon identity,” he says. The difference now is that “more mainstream companies are starting to take advantage of the seductive quality of motion.”

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