We are often taught that if a logo does not work as a vector does not work as a black & white image, then scrap it. Sometimes this is true and these are key rules to live by… However, we feel that most often the logo is a subjective and personal experience, and if the story and the aspect of the business is unconventional, then this calls for an unconventional approach where those rules do not exist. HEXANINE.COM went deep into the new trend of what they like to call FLUID IDENTITIES… “The days of the static logo are certainly not extinct, but this persistent way of thinking about malleable identities seems like a portend of things to come.”
![[tumblr of] Jake Moore](http://25.media.tumblr.com/avatar_c1473772fc0b_30.png){kind=avatar}
