It all started in 1898 together with the introduction of the Michelin Man, which soon became a recognizable logo of the French tire manufacturer Michelin that created a funny cartoon figure which has been presented by the company in many different poses and situations up to the present time. As other static logos Michelin Man is regularly modernized but its idea remains unchanged. Similar history refers to well-known Morton Umbrella Girl. Her image, posture and outfit has changed a lot since 1914 when the first Umbrella Girl was drafted. Now the girl is not only a recognizable logo of Morton Salt but also a part of pop art that presents her images in different contexts. It can be said that the Umbrella Girl began her solo career which develops irrespective of her role in Morton Salt.
Quick development of online marketing brought dynamic logos into the Internet. Soon they became to play a crucial role in building a recognizable brand online. Similar to logos and logotypes of TV programs the logos were changed accordingly to seasons, festivals, important anniversaries or current fashion. The great example of such a logo is the famous MTV which always looks different, but still remains the same. Another great example provides the most popular internet browser Google, which logotype changes together with the calendar. Google’s logotype looks different during Christmas, on International Children’s Day, at Easter, on Valentine’s Day, etc. Smaller companies began to pattern their logos and logotypes on MTV and Google, so that now we can see many different logos in Santa Hats, with jack-o’-lanterns and other symbols.
The message is clear. Dynamic logos and logotypes say that their owners are up-to-date and concentrated on all the details. If they care about such a detail as a Santa Hat on their logo they will also care about the quality of services and products they provide. Investing in dynamic logo is no longer a fancy that only big companies can afford. It became an integral part of building a recognizable and reliable brand online.