“The design firm’s logo for the Southeastern Center for Contemporary Art forecasts a novel approach to branding in the digital age.
The logo is animated. Its letters, in Monotype Grotesque, drift back and forth along a horizontal axis, sometimes bumping into each other, then overlapping, before splitting in opposite directions. SECCA is a newly renovated space in lush Winston-Salem, North Carolina, and it doesn’t have a permanent collection, which means that its galleries are constantly in flux. The logo is a clever expression of that identity. It also prompts the question: Is multimedia transforming branding?”