Copyright - Fastcompany
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- source: Fastcompany - http://fastcompany.com/online/39/mau.html

Bruce Mau Design has created the visual identity for institutions like the Netherlands Architecture Institute, in Rotterdam, and Indigo, a Canadian chain of book and music stores. For one client, BMD set expiration dates for the signage and other materials, so that the client would be perceived as perpetually fresh. Mau explains the new split personality of corporate identity:

"In the days when designers like Paul Rand were creating logos for IBM and for Westinghouse, corporate identity was about fixing a position. You wanted to communicate stability. In the current climate, you have to engineer two vectors -- one of stability and one of change -- simultaneously. Madonna is a classic example. She engineers transformations. The person and the music stay pretty stable, but the image changes. And because it changes, you see it again. If she stayed the same, people would move on.

"You can't stabilize or else you disappear. Companies producing change are the only ones that you see in the marketplace -- whether it's technological change, programmatic change, or territorial change. Corporate identity has to communicate that."