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.
