Dynamic brand

Designer-professor Emanuele Cappelli lays out his 'Dynamic brand' method for identities that keep their values while constantly changing form. A practitioner's system that lives at the SDF's Procedures component and its semiotic-communicational facet — branding as meaning held steady through transformation. Published by Skira in 2022 with a foreword by Steven Heller and an introduction by Betti Marenko, the 256-page book moves through four sections, history, method, people and projects, to present the Dynamic Brand method: a way of designing identities that adapt and evolve while building lasting relationships between a brand and the people around it. It combines the account of a design methodology with the story of Cappelli's own design studio and the voices of its team.