I spotted this new branding endeavor by Nordkyn over on Under Consideration that I’m totally feeling. Let’s start with the “symbol” they use, which is an organic, shifting, near-living symbol that changes and morphs in shape and color. It’s shape was inspired by a snowflake, which comes in an infinite amount of shapes and sizes and it’s color mimics the rise and fall of temperatures, think of thermal imaging. This goes way beyond anything that AOL did, in my opinion, but is more akin to the openness of Price Waterhouse’s new branding. I really like the type used as well, I think it’s strong and bold that doesn’t get in the way nor lost compared to the shape. Flexibility is the new black.