This hip neighbourhood's logo is totally loopy, but I love it

WLCO logo design
(Image credit: WLCO / Landor)

Brands tend to be very protective of their logos. The designs are to be handled with kid gloves, and revered with a defined amount of white space around them at all times. You can't use them on the wrong background, and mustn't, under any circumstances, place them at a jaunty angle. But what if a logo design were more flexible? What if it could be adapted ad hoc at anyone at any moment, creating infinite possibilities?

We've seen experiments with flexible, adaptable logo designs before. The LA28 Olympics logo allows for interventions by artists (and more controversially by sponsors), and the Super Bowl logo seems to be going in the same direction.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.