Fluid Trademarks - What You Need To Know

We have recently seen two of the biggest global brands bringing about arguably some small changes but with enormous effect. Volkswagen appears to have distanced the two letters comprising their logo i.e. V and W in their YouTube video, and the McDonalds brand did the same thing in between their golden M arch by splitting the mark into two arches.

Nevertheless, this phenomenon is not new. Trademark fluidity has been around since the advent of the internet. Ranging from Perrier's bold move, as then thought, to change its wordmark as a whole, to make it more appealing to younger generations or in the infinite doodle changes to the Google mark.

Fluid marks can be thought of as different variations to the original conventional mark which in turn transforms the mark into a living thing as it changes over time, with a dynamic presentation giving the opportunity to the brand to adapt to this fast-changing environment. Fluid marks vary from simple decorations (such